Abstract:

Based on the theory of privacy calculus, this study constructs the model of factors influencing users’ health information disclosure intention based on social exchange theory and theory of trust. Users as the participants who used medical health websites, a sample of 264 participants was collected through questionnaires. Then, using SPSS20.0 and AMOS21.0 to conduct an empirical research on the model, the results show that the personalized service has a significant positive influence on perceived risk, outcome expectation, and material reward. The service quality has a significant positive influence on the outcome expectation and material reward, and has a negative influence on perceived risk but not significant. At the same time, outcome expectation, material reward have significant positive influences on trust, and perceived risk has a significant negative influence on trust. Trust will also positively affect personal health privacy information disclosure intention. The research results of this paper provide a strategy for the promotion and construction of online medical health platform and supplement to the theory of privacy calculus.

Key words: Outcome expectation, Material reward, Perceived risk, Trust, Disclosure intention, Reciprocity norm, Online medical community, Health information