Social Media Exposure, Personal Risk Perception, and Protection Behavior toward Phone Scams

Thitiphat Limsumlitnipa


The objective of this study was to compare personal risk perception and protection behavior between generations and determine the relationship between social media exposure, personal risk perception, and protection behavior toward scam phone calls and texts. This study used a survey research method. The sample was random from 625 Thai people. Data were collected using an online questionnaire. Independent ANOVA procedures and the Pearson correlation were used to analyze the study data. The survey revealed that most respondents reported being most exposed to Facebook, while they had a high level of exposure to information about phone scams. The overall perception of personal risk and self-protective behavior were rated at the highest levels. Furthermore, an analysis of personal risk perception and sociodemographic factors indicated that age was significantly related to personal risk perception. In addition, respondents’ protective behavior showed significant associations with gender, education, and occupation at a significance level of 0.05. Moreover, the study found a significant positive correlation between social media exposure, personal risk perception, and protective behavior. Among the Thai people, regardless of generation, there was no difference in personal risk perception and self-protection behavior. This is because people of all age groups have a high level of exposure to news about phone scams. As a result, people of all ages are aware of the dangers this time as well and take care of themselves to be safe from their own property and life, which is the instinct of every human being. A relationship was observed between social media exposure, personal risk perception, and protective behavior.


Keywords: social media exposure, risk perception, protection behavior.



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