This study presents an integrated framework involving social exchange theory, self-disclosure theory, social learning theory, privacy calculus, and the “Big Five” personality traits to analyze the different factors influencing trust and willingness to disclose personal information. This integration was made through an extensive discussion of relationship marketing. The framework was applied in the context of social commerce, which integrates some features and functions of traditional e-commerce and the relatively newer social networking. Three-hundred eighty-five (385) respondents validated the framework. SEM-PLS results indicate that nine of the eighteen hypotheses are supported, providing additional evidence on the overwhelming influence of trust and self-efficacy on personal information disclosure. Further hierarchical analysis results suggest that familiarity with the firm is an overriding influence towards trust over all other factors. Of the five personality factors, neuroticism is found to be consistently influential towards personal information disclosure based on the different statistical analyses made, while extraversion potentially influences to some extent as well. Further discussions, conclusions, and implications are made at the end of this study.

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