Understanding the Impact of Household End Users’ Privacy and Risk Perceptions on Online Behavior - End User Computing Challenges and Technologies: Emerging Tools and Applications - page 25

Table 2. Results of regression analysis of e-privacy dimensions influencing perceived risk and privacy
active behavior

(a) Effect of privacy awareness on privacy suspiciousness

Sig
.000 Adj R Square = .162 F= 14.549

Variable β t

Privacy Aware (H1a) .417 3.814 .000

(b) Effect of privacy awareness and privacy suspiciousness on privacy active behavior

Sig
.000 Adj R Square = .217 F= 10.406**

Variable β t

Privacy Suspicious (H1b) .353 3.001 .004

Privacy Aware (H1c) .225 1.912 .060

(c) Effect of privacy awareness and privacy suspiciousness on perceived risk

Sig
.000 Adj R Square = .286 F= 15.039

Variable β t

Privacy Aware (H2a) .041 .369 .713

Privacy Suspicious (H2b) .535 4.819 .000

(d) Effect of perceived risk on privacy active behavior

Sig
.000

Adj R Square = .264 F= 27.148

Variable β t

Perceived risk (H3) .523 5.210 .000

Table 3. Results of multinomial logistic regression of perceived risk and privacy active behavior on user
subscription and consumer purchasing behavior online

(a) Effect of perceived risk and privacy active behavior on online subscription and purchasing behavior

-2 Log
Likelihood

Variables Chi Square Sig

Intercept 135.780 16.308 .001

Privacy Active (H4) 122.114 2.642 .450

Perceived Risk (H5) 150.515 31.043 .000

(b) Effect of perceived risk, privacy active behavior, privacy suspiciousness, and privacy awareness on online
subscription and purchasing behavior

-2 Log
Likelihood

Variables Chi Square Sig

Intercept 135.917 14.593* .002

Perceived Risk 145.856 24.532** .000

Privacy Active 123.510 2.186 .535

Privacy Suspicious 123.941 2.618 .454

Privacy Aware 122.090 .767 .857