The Role of Prior Self-disclosure in Users’ Subsequent Self-disclosure in Sharing Economy

New information technologies have greatly enhanced consumers’ ease of use through self-disclosure. However, they have also raised troubling issues about privacy concern. Different with previous literature about self-disclosure with heavy dependency on privacy calculus theory and the overlook of requests for self-disclosure on users’ perceived privacy concern, this study focuses on the investigation into how users respond to the continual streams of requests for self-disclosure as an unavoidable feature of on-demand services adopting the new economic concept ---- sharing economy. By leveraging Prominence- Interpretation Theory, we propose that prior self-disclosure in the registration stage will affect individuals’ understanding about subsequent requests for information in normal use in terms of perceived expertise and trustworthiness, which jointly shape individuals’ perceived privacy concern, thus finally determine their actual behavior of self-disclosure