When Expectation Fails and Motivation Prevails

Abstract

Identity theft poses a significant threat to mobile users, yet mobile identity protection is often overlooked in cybersecurity literature. Despite various technical solutions proposed, little attention has been given to the motivational aspects of protection. Moreover, the disparity between individuals' expectations and their ability to safeguard their mobile identities exacerbates the problem. This study adopts a mixed-methods approach and draws on expectancy-value theory to address these gaps and explore the impact of expectations, capabilities, motivational values, technical measures, and awareness on individuals' intentions to achieve mobile identity protection. Our research reveals that protection awareness acts as a crucial mediator between individuals' expectations and capabilities. Additionally, motivational values not only enhance technical protection measures but also significantly influence identity protection intentions. Furthermore, we identify the moderating effect of protection experience on individuals' expectations and perceived value of identity protection. This study contributes to mobile security literature by highlighting the pivotal role of protection awareness in bridging the divide between individual expectations and actual capabilities in mobile identity protection.