Risky electronic communication behaviors and cyberbullying victimization: An application of Protection Motivation Theory

The present study tested Protection Motivation Theory (PMT) as an explanation of electronic communication safe behavioral intentions and behaviors and cyberbullying victimization. We recruited 577 college students who completed a battery of surveys examining PMT-based constructs and cyberbullying victimization. We found that higher perceived susceptibility to cyberbullying victimization was associated with lower electronic communication safe behavioral intentions, higher electronic communication risky behaviors, and higher cyberbullying victimization. In addition, higher perceived severity of cyberbullying victimization was associated with higher electronic communication safe behavioral intentions and lower cyberbullying victimization. Furthermore, higher response efficacy and self-efficacy regarding electronic communication safe behaviors were predictive of higher electronic communication safe behavioral intentions. The PMT-based model accounted for over 30% of the variability in cyberbullying victimization. PMT constructs may be promising targets for interventions designed to decrease the incidence of cyberbullying victimization.