The role of digital literacy and digital data security awareness in online privacy concerns: a multi-group analysis with gender

Saritepeci M., Yildiz Durak H., Özüdoğru G., ATMAN USLU N.

Online Information Review, 2024 (SCI-Expanded) identifier

  • Publication Type: Article / Article
  • Publication Date: 2024
  • Doi Number: 10.1108/oir-03-2023-0122
  • Journal Name: Online Information Review
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus, Academic Search Premier, FRANCIS, ABI/INFORM, Aerospace Database, Applied Science & Technology Source, CINAHL, Communication Abstracts, Compendex, Computer & Applied Sciences, EBSCO Education Source, Education Abstracts, Information Science and Technology Abstracts, INSPEC, Library and Information Science Abstracts, Library Literature and Information Science, Library, Information Science & Technology Abstracts (LISTA), Metadex, Psicodoc, vLex, DIALNET, Civil Engineering Abstracts
  • Keywords: Digital data security awareness, Digital literacy, MGA-SEM, Online privacy concerns, PLS-SEM
  • Dokuz Eylül University Affiliated: Yes


Purpose: Online privacy pertains to an individual’s capacity to regulate and oversee the gathering and distribution of online information. Conversely, online privacy concern (OPC) pertains to the protection of personal information, along with the worries or convictions concerning potential risks and unfavorable outcomes associated with its collection, utilization and distribution. With a holistic approach to these relationships, this study aims to model the relationships between digital literacy (DL), digital data security awareness (DDSA) and OPC and how these relationships vary by gender. Design/methodology/approach: The participants of this study are 2,835 university students. Data collection tools in the study consist of personal information form and three different scales. Partial least squares (PLS), structural equation modeling (SEM) and multi-group analysis (MGA) were used to test the framework determined in the context of the research purpose and to validate the proposed hypotheses. Findings: DL has a direct and positive effect on digital data security awareness (DDSA), and DDSA has a positive effect on OPC. According to the MGA results, the hypothesis put forward in both male and female sub-samples was supported. The effect of DDSA on OPC is higher for males. Originality/value: This study highlights the positive role of DL and perception of data security on OPC. In addition, MGA findings by gender reveal some differences between men and women. Peer review: The peer review history for this article is available at: