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Determinants of Online Privacy Concern and Its Influence on Privacy Protection Behaviors Among Young Adolescents
Open accessAbstract
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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“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
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“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
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“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
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Metadata
- 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
- 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
- bronze
- doi.org
- 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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