Determinants of Personal Health Information Disclosure: A Case of Mobile Application

This study explored the factors that affect personal health information (PHI) disclosure via a mobile application (app) in Thailand. Since mobile apps are increasingly popular, as is the Thai people's concern on their health condition, many mobile app service providers want to know which factors would persuade customers to reveal their PHI via mobile apps. This research model was, therefore, developed and included the six factors of: personalized service, self-presentation, mobile app reputation, familiarity, perceived benefits and privacy concerns. The hypotheses were tested by structural equation modeling using the questionnaire responses from 294 valid subjects. Surprisingly, privacy concern was not significantly negatively related to the intention to disclose PHI. However, the significance effect of the perceived benefit, personalized service and self-presentation were consistent with previous studies. In addition, the respondents were willing to reveal different personal information in different situations. The implication of the result will shed light on the development of a healthcare mobile app service provider.