This study investigates the issue of consumer intention to disclose personal information via mobile applications. The study proposed a theoretical framework that were integrated protection motivation behavior on the basis of privacy calculus in order to explain an individual’s information disclosure behavior. Self-presentation, personalized services, perceived severity, importance of information transparency and perceived control were served as direct antecedents of perceived benefits and perceived risks. This study extends intention to disclose personal information literature by theoretically develop and empirically test the model within the current occurrence of disclosing personal information via mobile applications. Implications and future research are also discussed in this paper.

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