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The widespread use of social media raises concerns about user privacy, yet many individuals still exhibit weak protection behaviors. This study integrates Protection Motivation Theory (PMT) and Social Learning Theory (SLT) to examine psychological and social factors influencing online privacy behavior. Survey data from 65 Indonesian users were analyzed with PLS-SEM. Findings show that privacy self-efficacy and perceived threats strongly predict protective actions, while social learning reinforces intentions. The study contributes by linking PMT and SLT in privacy research and provides practical insights for platform designers, policymakers, and educators to promote stronger privacy practices.

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Who’s Responsible for Online Privacy: Investigating User Behaviour Through Social Learning and Protection Motivation Theory

  • 会议论文

  • 发表日期：

    2026年

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  • Saide Saide,
  • Nurwahyu Alamsyah,
  • M. Ikhsan Ramadhan,
  • Nurfitria Ningsi

摘要

The widespread use of social media raises concerns about user privacy, yet many individuals still exhibit weak protection behaviors. This study integrates Protection Motivation Theory (PMT) and Social Learning Theory (SLT) to examine psychological and social factors influencing online privacy behavior. Survey data from 65 Indonesian users were analyzed with PLS-SEM. Findings show that privacy self-efficacy and perceived threats strongly predict protective actions, while social learning reinforces intentions. The study contributes by linking PMT and SLT in privacy research and provides practical insights for platform designers, policymakers, and educators to promote stronger privacy practices.