Testing a Model of Users' Web Risk Information Seeking Intention

This study aims to understand the web risk information seeking intention of end users. Applying the risk information seeking and processing model (RISP), this paper examines end users’ web risk information seeking intention. Hypotheses are proposed concerning the intention to seek information about one emerging web risk: cross site scripting. Data were collected from 201 college students in the southern United States. The results suggest that information insufficiency, informational subjective norm, and affective response are positively related to web risk information seeking intention. In addition, informational subjective norm and negative affect are positively related to information insufficiency. Negative affect is determined by perceived vulnerability and perceived severity of the web risk. The study proves RISP to be an adequate model to use in the web risk context and provides an enriched understanding about users’ intention to seek web risk information.