Disclosing personal information to continuous intention for mobile applications usage in e-commerce of Gen Z: a perspective on privacy calculus theory

This study investigates the impact of personal information disclosure on the intention of Gen Z users in Vietnam to continue using mobile applications (m-apps). Focusing on the privacy calculus framework, the research examines how the relationship between trust and privacy concerns affects users' decisions. Data from a sample of 450 respondents were analysed using structural equation modelling. The findings reveal that mobile users conduct a trade-off assessment between perceived benefits and perceived risks when deciding to disclose their information, significantly influencing their continuance intention. Interestingly, the study finds that privacy concerns do not directly affect trust when users face the dilemma of balancing risks to their privacy with trust in decision-making. Additionally, perceived value serves as a mediating factor in the relationship between trust and continued app usage. This research contributes to the existing literature by challenging contradictory views on trust and privacy and offers valuable insights for enhancing user retention in e-commerce m-apps.