Understanding Malaysian Consumers’ Self Protection Practices Towards Product Safety Risk in Digital Market: Insight from the Protection Motivation Theory

The digital economy, fuelled by rapid technological advancements, has transformed business operations and consumer engagement in economic activities worldwide. For example, the advancement of the internet has changed the relationship between technology usage and shopping habits of individuals who interact with digital environments, compared to those who conventionally purchase their products in physical stores (Alrousan & Jones, 2016; García, 2014; German Ruiz-Herrera et al., 2023). A digital market refers to the online environment or platform where goods and services are exchanged through the Internet or other electronic networks (Jou et al., 2024; Ngo et al., 2024). These platforms represent the broader digital economy, enabling activities such as purchasing and selling goods or services, and payment processing completely online. While the digital economy encompasses a wider ecosystem of infrastructure, innovation, and data-driven services, the digital market narrows its focus to online platforms that facilitate direct consumer and

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