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Technology-based privacy protection tools : a study about the factors influencing the decision of Internet users’ to adopt and use technology-based privacy protection tools

Thenu, Ajosha (2015) Technology-based privacy protection tools : a study about the factors influencing the decision of Internet users’ to adopt and use technology-based privacy protection tools.

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Abstract:This research aims at gaining insight into the intention to adopt technology-based privacy protection tools. It does so by testing the core of the Unified Theory of Acceptance and Use of Technology model, and adding variables from the Protection Motivation Theory that are essential for understanding user acceptance in the context of TBPPT. Using an online questionnaire, 580 responses were collected of which 326 were used for analysis. The respondents were divided in two groups: non-users, and users of TBPPT and analyzed separately using hierarchical regression analysis. The findings of this research imply that social influence, facilitating conditions, and intrinsic rewards are significant predictors of the intention to adopt TBPPT, and performance expectancy, facilitating conditions, perceived severity, and intrinsic rewards to be significant prediction of TBPPT usage. Although not all the hypothesized variables were found significant predictors, this research has laid the foundation for a model that can explain user acceptance in the context of TBPPT, the Online Privacy Protection Model.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/67829
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