A longitudinal examination of Internet users' privacy protection behaviors in relation to their perceived collective value of privacy and individual privacy concerns

People's perception of privacy can primarily be directed to themselves or to the value of privacy for society. Likewise, privacy protection can repel both individual and collective privacy threats. Focusing on this distinction, the present article examines Internet users' privacy protection behaviors in relation to individual privacy concerns and their perceived collective value of privacy over time. We conducted a longitudinal panel study with three measurement points (N = 1790) to investigate relations between and within persons. The results of a random-intercept cross-lagged panel model revealed positive relations between the perceived value of privacy, privacy concerns, and privacy protection between persons. At the within-person level, only a temporal increase in the perceived value of privacy was related to increased protection behaviors. This suggests that individual privacy concerns are not as important for temporal protection as assumed, but that a recognition of collective privacy may temporarily change people's privacy behavior.