Public Risk Perception and Self-Protective Behavior Against Online Scammers

Abstract

This research on public risk perception and self-protective behavior against online scammers aimed to: (1) examine the level of public risk perception regarding online scams; (2) examine the level of self-protective behavior against online scammers; (3) compare risk perception and self-protective behavior across personal factors; and (4) investigate the relationship between risk perception and self-protective behavior. The sample consisted of 400 residents of Saraburi Province, Thailand. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (ANOVA), and Pearson’s correlation coefficient. The findings revealed that: (1) overall risk perception regarding online scams was at a high level, with perceived severity of consequences having the highest mean score; (2) overall self-protective behavior was also at a high level, with personal information protection having the highest mean score, while monitoring warning information and scam alerts had the lowest mean score; (3) respondents with different ages, educational levels, and prior experiences of being contacted or deceived by online scammers differed significantly in both risk perception and self-protective behavior at the .05 level, whereas no significant differences were found based on gender, occupation, or average monthly income; and (4) risk perception regarding online scams was positively and significantly associated with self-protective behavior at a high level (r = .61, p < .001). Among the dimensions of risk perception, awareness of scam-related information and response measures had the strongest relationship with self-protective behavior. The findings suggest that enhancing public awareness should be accompanied by the development of practical skills for verifying information and applying appropriate protective measures when encountering potential online scams.