Abstract
This paper empirically examines a factor model for understanding information disclosure behaviour in the context of mobile commerce (M-commerce). The research model was derived from the privacy calculus model and tailored to fit the context at hand. Four factors were incorporated, namely: privacy awareness (PA), utilitarian benefit (UB), hedonic benefit (HB), and social norms (SN). The PA was theorised to predict privacy risks (PR), both the UB and HB theorised to determine the perceived benefits (PB), and the SN to affect the intention to disclose information (IDI). The analysis utilised survey data gathered from 435 participants by means of an online questionnaire. Results herein indicated that the model exhibited adequate predictive ability and a considerable goodness of fit with empirical data. More importantly, the new variables were successfully integrated within the privacy calculus model. Furthermore, the addition of the SN seems to eliminate the negative effect of the privacy concerns (PC) on IDI.