Examining the Effect of Personalized PII Exposure Alerts on Individuals’ Privacy Protection Motivation

Personally Identifiable Information (PII) leakage can lead to identity theft, financial loss, reputation damage, and anxiety. However, individuals remain largely unaware of their PII exposure on the Internet, and whether providing individuals with information about the extent of their PII exposure can trigger privacy protection actions requires further investigation. In this pilot study, grounded by Protection Motivation Theory (PMT), we examine whether receiving privacy alerts in the form of threat and countermeasure information will trigger senior citizens to engage in protective behaviors. We also examine whether providing personalized information moderates the relationship between information and individuals’ perceptions. We contribute to the literature by shedding light on the determinants and barriers to adopting privacy protection behaviors.