An extended protection motivation theory for cyber fraud prevention

Cybersecurity concerns particularly around cyber fraud have come under increased scrutiny, especially in the area of e-Services. Despite implementing enhanced security systems, eServices remain vulnerable, leading to billions of dollars in losses for the digital economy. While trust in networks and systems is essential, individuals must take proactive steps to learn and adopt protective behaviours to safeguard themselves. Therefore, this study focuses on developing a cyber fraud protection behaviour model using the Protection Motivation Theory (PMT). A total of 560 respondents were selected using the purposive sampling technique, which is widely employed in online research because there is no fixed list of respondents and the group keeps changing. The questionnaire link has been distributed on several popular social media platforms, such as Facebook, WhatsApp, and Telegram. The data were analysed using the partial least squares structural equation modelling technique (PLS-SEM). The finding revealed that perceived threat severity, subjective norm, response efficacy, cybersecurity efficacy skills, and cybersecurity efficacy knowledge significantly increases users’ intention to engage in protective behaviour. Additionally, antecedent factors, such as the perceived value of data, directly influence the perceived threat severity of e-Services users, while source credibility indicates contradictory results. Furthermore, this study identifies that wishful thinking among e-Services users significantly strengthens maladaptive rewards, which influence the intention of users to engage in protective behaviour. The original model was extended, and a comprehensive research framework was developed through this research. It also provides insights into various potential methods users can use to protect themselves from becoming victims of cyber fraud. Ultimately, this dissertation provides valuable insights for policymakers and practitioners in the field of cybersecurity, particularly in formulating strategies to enhance the protection of e-Services users against cyber fraud, thereby strengthening resilience on digital platforms and supporting sustainable economic growth in Malaysia’s digital economy