Protecting Facebook password: Indonesian users' motivation

Facebook is one of the social networking services that have users around 1.86 billion active users spread all over the world. To be able to enjoy various services from Facebook, a user is required to have a Facebook account. In the registration process to create a new Facebook account, the user is prompted to create a password to protect his account. The password policy service applied by Facebook requires all users to create and use a password for their Facebook account in accordance with the policies. This study aims to analyze user behavior with case study of Facebook account by using 12 construct variables adapted from Protection Motivation Theory (PMT). Data collected from Facebook users of 300 respondents. Data analysis method used is Structural Equation Modeling (SEM) analysis. From the research result, the factors that influence Facebook users' intention to protect their account are perceived vulnerability, fear, response efficacy, response cost, subjective norm, prior experience with safety hazard, threat susceptibility and personal responsibility. Meanwhile, they ignore the threat sverity, coping self-efficacy and security support from others while protecting their Facebook account.