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Determinants of Online Privacy Concern and Its Influence on Privacy Protection Behaviors Among Young Adolescents

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YOUN, SEOUNMI·2009·Journal of Consumer Affairs
DOI 10.1111/j.1745-6606.2009.01146.x
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Abstract

With Rogers' protection motivation theory as the theoretical framework, this study identified determinants of young adolescents' level of privacy concerns, which, in turn, affects their resultant coping behaviors to protect privacy. Survey data from 144 middle school students revealed that perceived risks of information disclosure increased privacy concerns, whereas perceived benefits offered by information exchange decreased privacy concerns. Subsequently, privacy concerns had an impact on risk‐coping behaviors such as seeking out interpersonal advice or additional information (e.g., privacy statement) or refraining from using Web sites that ask for personal information. Counter to our expectation, privacy self‐efficacy did not appear to be related to privacy concerns. Implications of privacy education to protect online privacy among young adolescents were discussed.

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  • Youn (2009) demonstrated that adolescents concerned about privacy risks may employ coping behaviors such as falsifying personal information or avoiding websites requiring personal disclosure.

    “For example, Youn (2009) demonstrated that adolescents concerned about privacy risks may employ coping behaviors such as falsifying personal information or avoiding websites requiring personal disclosure.”

    From Bridging risk and retention: risk coping with privacy and hallucination in AI (2026) · cites this paper as Youn 2009

    The Results report that privacy-concerned young adolescents were more likely to refuse to use certain websites. Although fabrication of personal information was measured, its association with privacy concern did not reach statistical significance; the Discussion and Conclusions says the expected pattern of falsifying information was not found for young adolescents. The supplied passages do not include page numbers. (LLM, conf=0.90)

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  • RCT posits that behavioral intentions are shaped by two cognitive processes: threat appraisal and coping appraisal.

    “RCT posits that behavioral intentions are shaped by two cognitive processes: threat appraisal and coping appraisal (Cho 2010;Li 2012;Youn 2009).”

    From Bridging risk and retention: risk coping with privacy and hallucination in AI (2026) · cites this paper as Youn 2009

    The Theoretical Framework (page unavailable) says that threat and coping appraisals are the two cognitive processes emphasized by protection motivation theory, and that protection motivation affects intention to take risk-reducing action. It does not identify that theory as “RCT,” so it supports the proposed relationship but not the attribution to RCT. (LLM, conf=0.82)

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  • Risk awareness, perceived control, and the level of trust in the platform play a significant role in driving consumers' privacy protection behavior.

    “Related research found that risk awareness, perceived control and the level of trust in the platform play significant role in driving consumers' privacy protection behavior (Youn, 2009).”

    From Feeling Watched: A Phenomenological Exploration of Consumer Discomfort and Data Privacy Concerns in E-Commerce Personalized Email Marketing (2025) · cites this paper as Youn, 2009

    The Results (page not available) find that perceived vulnerability to privacy risks significantly predicts privacy concerns, which in turn predict some protective behaviors among young adolescents. But privacy self-efficacy—the paper’s closest measure to perceived control—did not significantly predict privacy concerns, and the paper does not report platform trust as a driver of protective behavior. The claim also broadens findings about young adolescents to consumers generally. (LLM, conf=0.90)

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Cites

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Research works printed but not linked: 8

  1. Bagnaschi, Kelly and John Geraci. 2003. Kids and Online Privacy. Trends & Tudes, 2 (4): 1-4. www.harrisinteractive.com/news/newsletters/k12news/HI_Trends&TudesNews2003_V2_iss4.pdf (Accessed June 1, 2007).
  2. Gervey, Ben and Judy Lin. 2000. Obstacles on the Internet: A New Advertising Age Survey Finds Privacy and Security Concern Are Blocking the Growth of E-commerce. Advertising Age, 71 (16): 13.
  3. ---. 2006. Online Privacy-An Issue for Adolescents? Proceedings of the Child and Teen Consumption 2006. Copenhagen, Denmark. http://www.cbs.dk/content/download/41873/616561/ file/Paper%2046_Ian%20Grant.pdf.
  4. Market Wire. 2006. Tweens Flock Online and Spend Big; New eMarketer Report Says 71% of Pre-teens Will Be Internet Users by 2010, October 4. http://www.marketwire.com/press- release/Emarketer-693833.html (Accessed June 1, 2007).
  5. Milne, George R. and Maria-Eugenia Boza. 1999. Trust and Concern in Consumers' Perceptions of Marketing Information Management Practices. Journal of Interactive Marketing, 13 (1): 5-24.
  6. Rainie, Lee. 2006. Life Online: Teens and Technology and the World to Come. Speech to annual conference of public library association, Boston, MA: The Pew Internet & American Life Project. March 3. http://www.pewinternet.org/ppt/Teens %20and %20technology.pdf (Accessed July 15, 2007).
  7. Raman, Pushkala and Kartik Pashupati. 2004. Online Privacy: The Impact on Self Perceived Technological Competence. 2004 American Marketing Association Educators' Proceedings, 15 (Summer): 5-6.
  8. Steeves, Valerie. 2006. It's Not Child's Play: The Online Invasion of Children's Privacy. University of Ottawa Law & Technology Journal, 3 (1): http://ssrn.com/abstract=999687 (Accessed October 20, 2008).

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Authors
YOUN, S.
Affiliations
Emerson College (US)
Corresponding author
YOUN, SEOUNMI
ORCID
YOUN, SEOUNMI
Venue
Journal of Consumer Affairs
Publisher
Wiley
Published
2009-09
Volume
43
Issue
3
Pages
389-418
ISSN
  • 0022-0078 (ISSN-L)
  • 1745-6606
DOI
10.1111/j.1745-6606.2009.01146.x
OpenAlex
W2045468017
Cited by
449
References
79
Citations by year
2026: 24 · 2025: 25 · 2024: 34 · 2023: 37 · 2022: 39 · 2021: 39 · 2020: 37 · 2019: 34 · 2018: 36 · 2017: 31 · 2016: 28 · 2015: 23 · 2014: 16 · 2013: 18 · 2012: 12
FWCI
29.23
Type
journal article
Language
en
Open access
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor, 17 d)
Locations
Journal of Consumer Affairs (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
  • Physical Sciences › Computer Science › Information Systems › Information and Cyber Security
  • Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Keywords
online privacy concerns, privacy protection behavior, early adolescents, junior high school students, protection motivation theory, privacy self-efficacy, privacy education, personal information disclosure

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