Employee Assistance Programs (EAPs) are commonly used to manage stress and well-being in organizations in Thailand; however, their utilization rates remain low among employees. This study investigates the factors that influence employees' utilization of an EAP, focusing on the moderating roles of perceived privacy protection and perceived trust, using the Health Belief Model (HBM). Data were collected by surveying 434 employees from organizations providing EAPs in Thailand. Structural Equation Modelling was employed to analyze the data and test the hypotheses. The findings indicated that employees' intention to use EAPs was significantly influenced by perceived benefits, cues to action, and privacy protection, whereas self-efficacy had a negative effect. Moreover, perceived privacy protection can strengthen the relationship between self-efficacy and EAP utilization, while it weakens the relationship between cues to action and perceived barriers. Perceived trust further enhances the impact of perceived severity and self-efficacy on EAP utilization. The practical implications for organizations are also discussed.
