Impact of attitudes, social norms, perceived behavioural control and intention on risky behaviour on Facebook: A regression analysis

Ruppenthal, Merle (2013) Impact of attitudes, social norms, perceived behavioural control and intention on risky behaviour on Facebook: A regression analysis. Liverpool John Moores University.

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Abstract

Cyberstalking increasingly affects users of Facebook. Users’ risky online behaviour is one reason why this cybercrime occurs thus it is important to identify ways to reduce this conduct. The aim of this study was to explore whether the Theory of Planned Behaviour’s variables attitude, social norm and perceived behavioural control predict intention to engage in risky online behaviour and whether perceived behavioural control and intention predict the behaviour itself. One hundred and fifty Facebook users, comprising 35 males and 115 females with a mean age of 20.51 years (SD=1.89), were recruited using convenience sampling. A novel questionnaire was developed for this correlational study to assess the Theory of Planned Behaviour’s variables, participants’ online behaviour and their cyberstalking experiences. Facebook and Email were used as distribution methods. In linear regression analyses, all individual predictors of both intention and behaviour emerged as significant. In multiple regression analyses, two out of three predictors (attitude and social norm) significantly accounted for 63% of the variance in intention whereas both perceived behavioural control and intention significantly accounted for 11% of the variance in behaviour. The Theory of Planned Behaviour can be used to understand risky online behaviour on Facebook. Significant predictors were identified which, if targeted, may reduce users’ engagement in risky online behaviour and the risks associated with it.