Undergraduates' Knowledge Attitude and Behavior (KAB) Towards the Disclosure of Personal Data Online in China

Xiaoyu Li, Qin An, Wilson Cheong Hin Hong, Yunfeng Zhang, Kimberly Kolletar-Zhu, Xiaoshu Xu

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


In the midst of the COVID-19 pandemic, the employment and education sectors have shifted significantly toward online platforms. However, the increased reliance on these digital spaces has raised concerns about personal security information. Scholars have taken note of this issue and have explored its implications, with some employing the extended knowledge, attitude, and behavior (KAB) model to investigate the moderating effects of societal education level on the relationship between knowledge and attitude. Hong et al. [1] conducted a study to examine undergraduates' KAB regarding personal data sharing in Chinese higher education institutions during the pandemic. Using a questionnaire, the study recruited 156 participants from three universities in West and East China. Using SPSS 23.0, data analysis revealed a widespread lack of awareness, a positive attitude, and proper behavior among college students regarding online personal information leakage during the pandemic. Notably, disparities were observed in KAB among students of different grades, majors, and genders. Students in their sophomore, junior, and senior years were found to be more concerned than freshmen about the availability of their personal information online; what's more, science majors were more concerned than students of other majors. There appear to be significant gender differences in personal information sharing, ie., males are more concerned about the security of personal information online than females. Through this study, we aim to emphasize that college students' awareness of personal information protection needs to be improved and suggest that university administrators and policymakers increase information security training. The findings of this study contribute to the theoretical and practical efforts to improve information security in higher education. Future studies should broaden the survey sample and examine the primary factors that influence college students' KAB of personal information security to ensure the generalization of findings.

Original languageEnglish
Title of host publicationModern Management Based on Big Data IV - Proceedings of MMBD 2023
EditorsAntonio J. Tallon-Ballesteros
PublisherIOS Press BV
Number of pages18
ISBN (Electronic)9781643684109
Publication statusPublished - 21 Jul 2023
Event4th International Conference on Modern Management Based on Big Data, MMBD 2023 - Seoul, Korea, Republic of
Duration: 1 Aug 20234 Aug 2023

Publication series

NameFrontiers in Artificial Intelligence and Applications
ISSN (Print)0922-6389
ISSN (Electronic)1879-8314


Conference4th International Conference on Modern Management Based on Big Data, MMBD 2023
Country/TerritoryKorea, Republic of


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