A Structural Equation Model of Factors Influencing New Graduates’ Privacy Data Protection Behaviors on Electronic Transactions

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Theerasak Ponepan
Saran Pimthong
Kanchana Pattrawiwat


This study aimed to test and develop a structural equation model of the factors influencing personal data protection behaviors in new graduates during electronic transactions. The participants were 418 first-time jobbers living in Bangkok and Perimeter areas. Two-stage cluster sampling was applied to randomize the sample group within the administrative zoning. The theoretical foundations of current study was Protection Motivation Theory and an expanded Technology Acceptance Model. The data were collected using twelve constructs of reliable and valid questionnaires, with alpha coefficients ranging from 0.72 to 0.85. The results showed that the developed structural equation model was well consistent with the empirical data, as measured by the goodness of fit indices: χ2 = 684.99, df = 173, p-value < 0.01, RMSEA = 0.075, SRMR = 0.055, NNFI = 0.96, CFI = 0.97 and GFI = 0.90. The findings revealed that intention had a direct effect on privacy data protection behaviors, while perceived vulnerability, self-efficacy, and subjective norms had the positive indirect effects on privacy data protection behaviors respectively. As a result, before entering social work, education institutes and lecturers should have more practice classes and raise awareness about protecting personal data and digital citizenship security.


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Ponepan, T., Pimthong, S., & Pattrawiwat, K. (2022). A Structural Equation Model of Factors Influencing New Graduates’ Privacy Data Protection Behaviors on Electronic Transactions. Rajapark Journal, 16(48), 361–382. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/259354
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