POTENTIAL EFFECTS OF ADVANCED CYBERATTACKS ON CYBERSECURITY SOFTWARE BUYERS’ BEHAVIOUR

This research paper aims to develop a comprehensive understanding of cybersecurity buyer behavior by integrating multiple theories. Specifically, we examine the Theory of Buyer Behavior, the Theory of Reasoned Action, the Theory of Planned Behavior, the Stakeholder Theory, and their relevance in the context of advanced cybersecurity attacks. The paper proposes a new model, the Cybersecurity Buyer Behavior Effect Model (CB2EM), which synthesizes insights from these theories to predict the potential effect of advanced cybersecurity attacks, including zero-day supply chain attacks and stealth techniques attacks, on cybersecurity buyer behavior. Through a systematic review and analysis of the selected theories, we identify commonalities and complementarities, ultimately creating a unified framework that enriches our understanding of how cyber incidents shape buyer decisions. The CB2EM is expected to provide marketers and cybersecurity vendors with valuable insights to effectively address buyer concerns in a rapidly evolving threat landscape.

DOI: https://doi.org/10.47743/rebs-2024-1-0002