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Journal of Internet Commerce Volume 8, 2009 - Issue 3-4
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Original Articles

Am I Really at Risk? Determinants of Online Users' Intentions to Use Strong Passwords

Lixuan Zhang Hull College of Business, Augusta State University, Augusta, Georgia, USACorrespondence[email protected]
&
William C. McDowell Department of Management, College of Business, East Carolina University, Greenville, North Carolina, USA
Pages 180-197 | Published online: 19 Dec 2009
 
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Abstract

By using the protection motivation theory, this article tests a model of password protection intentions for online users. Hypotheses are proposed concerning the intention to engage in good password practices. Data were collected from 182 college students of 3 universities in the southern United States. The results suggest that fear, response cost, and response efficacy are significantly related to online password protection intentions. However, perceived severity and vulnerability are not significant predictors. The study suggests that reducing cognitive costs for passwords is imperative.

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