The Treats on Consumer's Online Risky Behavior and Protection Practices

• Main Authors: Chen, Yu-Chiang, 陳羽強
• Other Authors: Fang, Wen-Chang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/73803930305217255680

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 103 === Because the Internet applications are getting popular, a wide range of customer service sites everywhere, in life there are many transactions and web applications are closely related, Coming more and more kinds of devices to join IoT(Internet of Things), Although the country has been promoting the Personal Data Protection Act, but Internet technology advances, many people still perform network risk behavior unconsciously. Therefore, Internet users must be aware of online security and privacy risks and they must have the ability to do something as their data protection. This research draws upon protection motivation theory to investigate the extent to which the level of perceived threat and likelihood of threat along with online self-efficacy affect online behaviors. Research objective as follows: (1) Research and analysis on the the influence of internet threat on network protection behavior and network risk behavior. (2) Research and analysis on the the influence of self-efficacy on network protection behavior and network risk behavior. A sample survey conducted by questionnaire to information system users as research subjects, a total of 173 valid questionnaires were obtained, the following conclusions are: (1)Perceived online privacy threat, Perceived likelihood of online privacy threat and Self-efficacy will have a positive relationship with protective behaviors. (2)Perceived likelihood of online privacy threat will have a negative relationship with protective behaviors. The results confirm educate users know the risks to enable users to improve the protection. And the importance of educating users to improve self-efficacy. Educators can use these findings to create more effective information, in order to raise awareness of the user. Prompting users to take an active protective behaviors and avoid risky behavior.