Social Media Users’ Adaptation to Privacy Risks: A Coping Model of Online Privacy

• In Event: Social Media, Privacy, and Security

Abstract

Drawing on coping theory, protection motivation theory, and appraisal theory of emotions, this study empirically tests an integrative theoretical model of privacy coping through which we (a) identify the comprehensive types of coping strategies that social media users employ; and (b) specify conditions under which social media users choose discrete coping strategies. Using online survey data (n = 605), the study finds that Facebook users employ a total of nine privacy coping strategies reflecting emotion-focused strategies, problem-focused strategies, approach strategies, communication strategies, and avoidance strategies. The results also show that these discrete coping strategies have selective relationships with theoretical antecedents such as cognitive appraisals (i.e., threat appraisals and coping appraisals) and emotional/cognitive reactions (i.e., anger, worry, regret, and helplessness). For instance, retrospective feelings such as anger and regret lead to approach coping strategies whereas prospective feelings such as worry and helplessness lead to communication strategies and avoidance strategies.

Authors

• Hichang Cho

• Pengxiang Li, National U of Singapore

• Zhang Hao Goh, National U of Singapore