Using the Extended Theory of Planned Behavior to Predict Privacy-Protection Behavioral Intentions in the Big Data Era: The Role of Privacy Concern

This research extends the theory of planned behavior to explore how privacy concerns influence privacy-protection behavioral intentions via attitudes, subjective norms, and perceived control. Using snowball sampling, 637 participants were recruited in China complete this online survey. After eliminating invalid questionnaire, study received valid samples 599 respondents. The finding demonstrated that positively associated with individuals’ And these factors also found intentions. Theoretical practical contributions are discussed as well.