This paper aims to examine the impact an individual’s long-term orientation (a cultural dimension) has on their attitude, behavioral intention and actual voluntary security actions taken in the context of the dangers related to poor account access management.
The paper relied upon survey data and actual usage information from a culturally diverse sample of 227 individuals who were introduced to the specific security problem and the accepted solution of using a password manager application.
The paper provides empirical evidence that the effect of positive attitudes increased when individuals were more long-term oriented, but the effect was reversed for average/negative attitudes toward the voluntary security behavior. Furthermore, participants with high long-term orientation and strong positive attitudes toward the security action actually adopted password manager applications 57 per cent more than the average adoption rate across the sample.
Due to the research approach (survey data), security context and sample population, the research results may lack generalizability.
The findings suggest that security awareness messaging and training should account for differences in long-term orientation of the target audience and integrate the distinctly different types of messages that have been shown to improve an individual’s participation in voluntary security actions.
The paper addresses previous research calls for examining possible cultural differences that impact security behaviors and is the only study that has focused on the impact of long-term orientation, specifically on voluntary security actions.
