Model for individual information privacy disclosure in social commerce environment

Abstract

The buying and selling of goods and services are no longer limited to a general website or a physical store as social networks, such as Facebook or Pinterest, are heavily focusing on social commerce. Prior studies have analysed impact of trust and culture on social commerce, design and interface aspects of it, and intention to use social commerce by general people. Based on a review of literature on information disclosure intention, and Communication Privacy Management theory, this study develops a model. This study is motivated by the fundamental premise that intention to self-disclose in social commerce is affected by disposition to privacy, online privacy concern and privacy apathy. I analysed data collected from 170 samples using the SmartPLS and AMOS. An empirical test reveals that shoppers' information disclosure intention is driven by disposition to privacy, the fairness of information exchange and privacy apathy.