Driver of User’s Security Behaviors: Avoidance or Motivation

As more companies move their services online, customers, not just employees, have become common targets for cyberattacks like viruses, worms, spoofing, phishing, and spyware attacks. Unlike employees, customers are not required to follow security rules, so it’s important to understand what motivates them to stay safe online. This study looks at two types of behavior: protection motivation (actively taking steps to stay safe) and threat avoidance (avoiding risky situations). We use ideas from Protection Motivation Theory, Threat Avoidance Theory, Social Cognitive Theory, and Habit Formation Theory to understand what influences these behaviors. The analysis of data collected through a survey shows that being familiar with cyberattacks increases a person’s confidence (self-efficacy), which helps them stay motivated to protect themselves and avoid threats. We also found that perceived effort or barriers make people less likely to take protective actions. This study helps improve both theory and training programs to support better cybersecurity habits.