FACTORS AFFECTING PERSONAL INFORMATION DISCLOSURE OF ONLINE SHOPPING APPLICATION USERS IN BANGKOK AND METROPOLITAN AREA

Abstract

The purposes of this research were to determine the factors affecting personal information disclosure of online shopping platform users via mobile phone applications in Bangkok and the Metropolitan Area. Research findings revealed that perceived risk of the information disclosed, perceived usefulness of the information disclosed, positive emotion after users’ usage, negative emotions after users’ usage have impact the perceived value of information disclosed by consumers which positive emotion is the most impact the perceived value of information disclosed by consumers. the perceived risk of information disclosed has impact trust in system. Trust in system and the perceived value of information disclosed by consumers have impact willingness to information disclosed which the perceived value of information disclosed has more impact willingness to information disclosed than trust in system.