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The purpose of this research was to utilize protection motivation theory, which states that individuals will take actions to protect themselves from threats when they have both knowledge of actions that will protect them from the threat and the motivation to do so, to develop a better way of training adolescents to be safe on the Internet.

This study utilized an experimental approach in a high school environment to test its hypotheses. Participants were split into two groups: a group who received a tutorial about how to stay safe on the Internet (an enactive mastery tutorial that allowed students to actually try out the skills they were learning) and a group who did not receive the training. Participants were then asked about their intentions to engage in protective behaviors, their perceived ability to do so, and the likelihood that these protective behaviors would help them to stay safer on the Internet.

The findings indicated that an enactive mastery training program increased intentions to engage in safe online behavior in the future, offering a foundation for the development of future theory-based online safety interventions.

This study was conducted in a small geographic region in schools that agreed to utilize a class period to test the enactive mastery tutorial, which limits its external validity. Furthermore, this study only measured intentions to engage in protective behaviors, not actual behaviors.

This research provides a guideline for an effective way of increasing the likelihood that adolescents will engage in protective behaviors online, which has great practical applications for teachers, administrators, PSA advertisers, etc.

This chapter provides a framework for creating programs to help adolescents engage in safer behavior. Furthermore, it introduces the idea of involvement to the protection motivation theory literature, which is a valuable variable to consider when determining how to create an effective campaign to change behavior.

The purpose of the study is to measure the mediating relationship of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyse the data. The study's sample size is 250 respondents who prefer to buy luxury items. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behaviour of luxury items. This study suggests the theoretical and practical implications for purchasing luxury behaviour from managerial, policymakers and researched perspectives. This study also discusses the future directions and limitations.

Digital trace data provide new opportunities to study how individuals act and interact with others online. One advantage of this type of data is that it measures behavior in a less obtrusive way than surveys, potentially reducing measurement error. However, it is well documented that in observational studies, participants' awareness of being observed can change their behavior, especially when the behavior is considered sensitive. Very little is known regarding this effect in the online realm. Against this background, we studied whether people change their online behavior because digital trace data are being collected.

We analyzed data from a sample of 1,959 members of a German online panel who had consented to the collection of digital trace data about their online browsing and/or mobile app usage. To identify reactivity, we studied change over time in five types of sensitive online behavior.

We found that the frequency and duration with which individuals engage in sensitive behaviors online gradually increases during the first couple of days after the installation of a tracker, mainly individuals who extensively engage in sensitive behavior show this pattern of increase after installation and this change in behavior is limited to certain types of sensitive online behavior.

There is an increased interest in the use of digital trace data in the social sciences and our study is one of the first methodological contributions measuring reactivity in digital trace data measurement.

By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.

A total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.

Coping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.

Limitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.

This study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.

Given the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.

Certain forms of online behaviour are increasingly being referred to in medical terms and treated as diseases, a process known as “medicalisation”. This study examines the process by which online behaviour appears to be increasingly medicalised and suggests some possible reasons why non‐medical problems are defined and treated as forms of illness. Particular attention is paid to a condition that is increasingly referred to by medical professionals as “online addiction” or “Internet dependence”. The study then explains some of the social and psychological consequences of medicalisation for online users who have been diagnosed as “ill”. These include guilt, a loss of self‐confidence, social ostracism, and self‐fulfilling behaviour. Some weaknesses of the medicalisation construct are discussed, and alternative explanations are offered.

This study aims to systematically examine gender specific behavioral differences and similarities in online shopping consumers, underlying theories for such differences and similarities and moderating and mediating roles of gender in studying the effects of online marketing strategies. This synthesis explores gender differences and similarities from a wide range of online settings, including readiness for adoption of new technology, willingness to make online payments, trust in online vendors, perception and behavior toward online business websites and perceived online service quality.

A systematic approach was adopted to derive and then analyze the existing literature. The authors accessed relevant literature from three electronic databases. After a thorough screening process and applying inclusion and exclusion criteria, the study shortlisted 61 academic articles from an initial pool of 187 papers.

The findings reveal more differences than similarities between men and women as online consumers. Men generally have more favorable attitudes toward e-tailers (electronic retailing), online purchase/re-purchase and e-payments than women do. Social influences positively affect the online purchase intentions of men and women, but they have a more substantial effect on women. Privacy concerns negatively affect the online trust of men and women, but they also manifest a more significant influence on women.

Findings of review guide practitioners in formulating effective positioning and communication strategies that enable them to appeal to gender-specific consumer segments in multiple products and business contexts. It offers guidelines to online businesses for developing e-business platforms (websites) that persuade the target audience across gender groups, based on consumer browsing and web navigation preferences.

This review fulfills the need for a systematic synthesis of empirical research vis-à-vis online consumer behavior studies to find gender-specific perceptions, attitudes and behaviors.

Today, the Internet has become an attractive source for obtaining health information. Since women play an important role in maintaining the health of the family and community and since they are active seekers of health information through the Internet, it is essential to examine their online health information seeking behavior. Therefore, the main purpose of this article is to identify the factors affecting the online health information seeking intention and behavior of women.

The theoretical framework of this quantitative study was based on the theory of planned behavior. A total of five hypothesized relationships were formulated to develop a conceptual model. The study approach was quantitative. Using simple random sampling, 400 women referred to specialized and sub-specialized clinics of Hamadan University of Medical Sciences, Iran participated in the study and responded to the survey. Descriptive and inferential data analysis was performed using SPSS 21 and Smart PLS 3 software.

The results showed that the intention to find health information online is a function of psychological variables. These variables include attitude, subjective norms and perceived behavioral control. Findings showed that attitude is the most important factor affecting online health information seeking intention. It was also found that online health information seeking intention has a positive and significant effect on women's information seeking behavior.

This study is the first attempt to use an important and universally accepted theory to identify the factors affecting the online health information seeking behavior of women referring to specialized and sub-specialized clinics and provides important practical concepts for health officials and managers to improve and develop online health information seeking behavior.

The purpose of this article is to investigate urban and rural differences for online activities and e‐payment behavior patterns.

This study applied the MLCA model to investigate Internet usage patterns from 11 online applications among 10,909 Taiwan residents in 25 different regions.

The results showed that online behavior patterns exhibited regional differences, as the regional segments affected the individual segments of different use patterns. For instance, the urban area comprised a higher proportion of members who were accustomed to internet applications and skilled in online shopping by using a credit card. The rural area made up a higher proportion of members who only occasionally used online services. Moreover, rural region residents used other payment methods (excluding credit cards) more often than urban region residents. As expected, users’ personal characteristics also dictated the online behavior pattern. For instance, people with higher‐level income spent relatively more money for online shopping and often used various internet applications than others.

The findings herein should help Internet service providers form an applicable guideline for developing service strategies of higher service satisfaction regarding products and users’ needs.

This study implemented a multilevel latent class model to investigate online behavior patterns that exhibited urban and rural differences, with the goal of providing service providers an understanding and mastery of their target users.

The purpose of this paper is to investigate the impact of complaint behaviour and service recovery satisfaction on consumer intentions to repurchase through internet channels.

Using survey data from large consumer samples from 15 European countries, the authors classify consumers according to: whether they had negative experiences with online purchases, whether they complained, and whether they were satisfied with the complaint handling. A logistic regression analysis assesses the effects of these experiences on repurchase intentions.

Remarkable differences arise among the consumers with respect to intentions to repurchase on the internet. Consumers with negative experiences who complained expressed higher repurchase intentions than consumers with no reason to complain and also than consumers who had negative experiences but did not complain. Yet the highest repurchase intentions arose among consumers who complained and expressed satisfaction with the complaint handling, in support of the service recovery paradox in an online setting.

This project is one of the first empirical studies of the consequences of dissatisfaction and complaints related to online purchase behaviour.

The purpose of this paper is two-fold. First, it explores the extent to which diversity of connectivity or the connection through multiple internet access points may facilitate online privacy behavior. Second, it explains the diversity of connectivity-online privacy behavior link in terms of information literacy.

Situated in the context of urban poor youth in the Philippines (n = 300), this paper used a quantitative approach, specifically an interview-administered survey technique. Respondents were from three cities in Metro Manila. To test for indirect relationship, survey data were analyzed using bootstrapping technique via SPSS macro PROCESS (Hayes, 2013).

Urban poor youth with diversified connection to the internet engaged in online privacy behavior. The more the youth are connected to the internet through diverse modalities, the more this fosters cautious online privacy behavior. In addition, information literacy explained how diversity of connectivity facilitated online privacy behavior. It suggests that differences in online privacy behavior may result from the extent of basic know-how of navigating online information. In the context of the urban poor in the Global South, the youth are constantly negotiating ways to not only connect to the internet but also acquire digital skills necessary for protective online behaviors.

To date, this is one of the few papers to contribute to conversations about online privacy among youth in the Global South. It broadens the literature on social determinants of online privacy behavior that is crucial for designing policy interventions for those in the margins.