  Fake websites have emerged as a major source of online fraud, accounting for
billions of dollars of loss by Internet users. We explore the process by which
salient design elements could increase the use of protective tools, thus
reducing the success rate of fake websites. Using the protection motivation
theory, we conceptualize a model to investigate how salient design elements of
detection tools could influence user perceptions of the tools, efficacy in
dealing with threats, and use of such tools. The research method was a
controlled lab experiment with a novel and extensive experimental design and
protocol. We found that trust in the detector is the pivotal coping mechanism
in dealing with security threats and is a major conduit for transforming
salient design elements into increased use. We also found that design elements
have profound and unexpected impacts on self-efficacy. The significant
theoretical and empirical implications of findings are discussed.
