Abstract
Mobile devices are an often-used item in a college student’s life. They depend on them for interaction with their friends, entertainment, and academic work. While they continually use them, they likely do not understand the ramifications of their use from a privacy standpoint or that the devices are being used to track them and collect their information. This study utilizes the Antecedent, Privacy Concern, Outcome (APCO) model, combined with the Fogg Behavior Model (FBM), to determine the factors that make up privacy concern on a mobile device, if individuals use privacy protective behaviors, and if education on privacy issues on mobile devices will increase their use of privacy enhancing technology (PET). A longitudinal study was performed to test if privacy protection education increases the use of PET. While students express concern for their privacy in a mobile environment and express an intent to use additional PET, this does not translate into increased protective behavior, even after an educational intervention. The impact of perceived privacy control is removed, and habit and trust outweigh the impact of privacy concern. Theoretical and practical implications are provided.