The increasing prevalence of social networking sites (SNSs) has raised concerns about users' privacy protection behavior. Despite the presence of privacy settings and policies, users often engage in behaviors that expose them to potential privacy breaches. This study investigates the key determinants influencing privacy protection behavior on SNSs, guided by the Protection Motivation Theory (PMT). Specifically, the study examines the role of perceived severity, perceived vulnerability, response efficacy, self-efficacy, and information privacy concerns in shaping users’ privacy protection strategies. A quantitative research approach was employed, utilizing a structured questionnaire distributed to undergraduate students in Malaysia. A total of 485 valid responses were analyzed using Structural Equation Modeling (SEM) to assess the relationships between the variables. The findings reveal that perceived severity, perceived vulnerability, self-efficacy, and response efficacy significantly influence information privacy concerns, which, in turn, drive users to adopt privacy protection behaviors. However, reward was found to have no significant impact on information privacy concern. These results underscore the importance of enhancing users’ awareness and confidence in managing their online privacy. The study contributes to both theory and practice by offering insights into how SNS users perceive and respond to privacy threats, thereby informing the development of more effective privacy education and intervention strategies.
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