Health Privacy Information Self-Disclosure in Online Health Community

The scarcity of medical resources is a fundamental problem worldwide; the development of information technology and the Internet has given birth to online health care, which has alleviated the above problem. The survival and sustainable development of the online health community requires users to continuously disclose their health and privacy. Therefore, it is a great practical significance to find out the factors and mechanisms that promote users' self-disclosure in the online health community. From the perspective of individual and situation interaction, this study constructed influencing factors model of health privacy information self-disclosure. Finally, we collected 264 valid samples from the online health community through online and offline questionnaire surveys and then use the SPSS20.0 and AMOS21.0 to conduct exploratory factor analysis, confirmatory factor analysis, scale reliability and validity analysis, and structural equation model analysis. The main findings are as follows: trust in websites and trust in doctors reduce the privacy concern. The privacy trade-off will not occur when trust is enough to offset the privacy concerns caused by personalized services, reciprocity norms, and other factors. Second, reciprocity norms are inevitably compulsive, which will increase privacy concerns. However, based on voluntariness, reciprocity norms can enhance user trust. Third, service quality caused by personalized services not only enhance the social rewards of users but also eliminate the privacy concern. Fourth, users' health privacy attention and information sensitivity are too high to decrease the influence of user' privacy concerns on personal health privacy information disclosure. The conclusions of this paper will help us to supplement privacy calculus theory and the application scope of the attention-based view. The proposed strategy of this article can be used to stimulate the information contribution behavior of users and improve the medical service capabilities in online health community.