Modelling internet security software usage among undergraduate students

Purpose The aim of this research is to analyse the impact of relative advantage, compatibility, ease of use, visibility, voluntariness, image, result demonstrability and trialability on intention to use internet security software using a model developed based on perceived characteristics of innovation by Moore and Benbasat (1991) among undergraduate students. Design/methodology/approach Using an intercept survey method, 425 responses were collected from a Malaysian public university using a closed questionnaire which was gotten from the literature. The authors used the SmartPLS software which is a second-generation structural equation modelling software that can be used to model latent variables with negligible requirements. Findings The results show that relative advantage, compatibility, visibility, voluntariness, result demonstrability and trialability had a positive effect on use of internet security software while ease of use and image was not significant. Research limitations/implications The most important predictor was trialability which sends a clear signal to software developers that users would like to be able to try the software before making a decision to purchase and use. However, the research is limited to students only. Therefore, future research can be extended to wider population. Practical implications The result of this paper provides beneficial information to the internet security software developers about what factors affect users’ intentions to buy their products. Originality/value The authors used the comprehensive innovation diffusion theory to test the security behaviour of under graduate students from a developing country’s perspectives. Many other similar studies have been done in the developed country’s context. Thus, this paper adds to the literature from a developing country’s perspective.