Post Data Breach Use of Protective Technologies: An Examination of Users’ Dilemma

Abstract

This preliminary research addresses the technology use uncertainties that arise when users are presented with protective technologies following a data breach or privacy violation announcement. Prior studies have provided understanding of determinants of technology use through several perspectives. The study complements prior research by arguing that, beyond individual dispositions or technology features, data breach announcements bring users' focus on the actions of the breaching organization. Fair process and information practices provide avenue for organizations to alleviate users' concerns and increase service usage. We draw on organizational justice theory to develop a model that explicates the effect of organizational fairness process and use of technologies. We test this model using data from 200 Facebook users recruited from Amazon MTurk. We found that procedural and informational justice have differential effect on users' desire to use protective technologies. Our findings have both theoretical and practical implications.