Using An Expectancy Theory To Explain Online Information Disclosure

Abstract

Information disclosure has been a critical concern when consumers conduct e commerce transactions. Moving beyond benefits and risks of information disclosure, this paper applied the expectancy theory of motivation to observe disclosure mechanism when consumers interact with e-commerce platforms. Indeed, this study investigated sequencing relationships from various motivations of online information disclosure, willingness to disclose, to purchase behaviors among consumers in e-commerce platforms. The mass survey was conducted via paper-based questionnaires distributed to university students. There were 439 valid cases used to estimate the conceptual framework by using partial least squares structural equation modelling. It reveals three distinct motivations of information disclosure (e.g., flow experience, perceived information relevance, trust in platform) had significantly positive impacts on willingness to disclose; in turn, willingness to disclose has significantly positive impact on online purchase behavior. Moreover, flow experience and perceived information relevance had significantly positive impacts on trust in platform. Lastly, trust in platform had a significant impact on online purchase behavior. It may bring theoretical contribution on information disclosure and best practices on disclosure mechanism