Understanding Coping Intentions of Fitness Tracker Users: An Empirical Investigation Using Fear Appeals

A rapid increase in violations of health information privacy in the context of ubiquitous technology has prompted the paramount importance of academic attention to users’ behavior post data breaches. This research explores the impact of privacy concerns and perceived threats to privacy violations on fitness tracker users’ coping behaviors. A model was synthesized by combining the core dimensions of the Extended Parallel Process Model, Internet Users’ Information Privacy Concern, and Coping Theory. A survey was conducted among 260 fitness tracker users. The Structural Equation Modeling results indicate privacy concern strongly influences an individual’s perceived threat, affecting one’s choice of post-privacy violation coping behavior. Further, results confirm the fear of losing one’s data privacy, resulting in a shift in the attitude towards the technology itself. Manufacturers and policymakers need to re-examine privacy policies and post data breach protocols keeping in mind consumer coping behaviors.