Exploring the Interplay of Privacy Concerns, Mobile Cybersecurity Awareness, and Protective Motivation Behavior

This study delves into the uncharted realm of privacy concerns among Indian smartphone users, exploring their nexus with mobile cybersecurity awareness and protective behaviour. Employing the Mobile User's Information Privacy Concern (MUIPC) tool and Protection Motivation Theory (PMT), it addresses gaps by scrutinizing users' concerns, data protection motivations, and cybersecurity awareness impact. Focused on the Indian smartphone user base, this research illuminates crucial insights into mobile privacy dynamics, informing privacy policies, user education, and cybersecurity strategies. Surveys gathered 364 diverse responses. Statistical analysis using chi-square tests and PLS-SEM via smartpls4 revealed a significant positive association between MUIPC and Protective Motivation Behavior (PMB). Notably, mobile cybersecurity awareness partially mediated the link between MUIPC and PMB. These findings emphasize the intricate relationship between privacy concerns, cybersecurity awareness, and protective behaviours in India's mobile landscape.