Information Disclosure of Electronic Commerce in Vietnam: Expectancy and Social Contract Theory Perspectives

This study investigates the sequential relationships among motivations for online information disclosure, willingness to disclose and purchase behaviours on e-commerce platforms. The expectancy theory of motivation and social contract theory provide the theoretical basis, interpreting how anticipated disclosure outcomes and perceived fairness in the exchange process impact willingness to disclose and subsequent purchase decisions. This study employed a quantitative research approach with three sampling methods (e.g., purposive sampling, quota sampling and snowball sampling). The mass survey was distributed to students from five universities located in Ho Chi Minh city and Ha Noi capital, the two largest e-commerce markets in Vietnam. There were 695 valid cases used for theoretical estimation by using partial least squares structural equation modelling. Three driven forces of information disclosure were identified (e.g., flow experience, perceived information relevance and trust in platform), while the perceived Internet competency negatively impacts willingness to disclose. In turn, willingness to disclose had a significantly positive impact on online purchase behaviour. The study suggests that the behavioural and contextual factors causing online disclosure should be interpreted to design effective disclosure regulations and norms. It’s crucial for business providers to promote a sense of fairness and build strong customer relationships to enhance user decision-making.