“…To frame such online privacy concerns, a growing body of research has relied on protection motivation theory (PMT; Chen, Beaudoin, & Hong, 2015;Moscardelli & Divine, 2007;Youn, 2005Youn, , 2009. PMT postulates that, before taking risk-reduction behaviors, people first cognitively assess a risk, then develop protection motivation, and, finally, undergo behavioral change (Rogers, 1975(Rogers, , 1983.…”