DOI: 10.4018/IJSI.2018010103 International Journal of Software Innovation Volume 6 • Issue 1 • January-March 2018 Copyright © 2018, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. 31 Determinants of Personal Health Information Disclosure: A Case of Mobile Application Kanokwan Atchariyachanvanich, Faculty of Information Technology, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand Nichaporn Mitinunwong, Faculty of Information Technology, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand Butsaraporn Tamthong, Faculty of Information Technology, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand Noboru Sonehara, Information and Society Research Division, National Institute of Informatics, Tokyo, Japan & Tsuda University, Tokyo, Japan ABSTRACT This study explored the factors that affect personal health information (PHI) disclosure via a mobile application (app) in Thailand. Since mobile apps are increasingly popular, as is the Thai people’s concern on their health condition, many mobile app service providers want to know which factors would persuade customers to reveal their PHI via mobile apps. This research model was, therefore, developed and included the six factors of: personalized service, self-presentation, mobile app reputation, familiarity, perceived benefits and privacy concerns. The hypotheses were tested by structural equation modeling using the questionnaire responses from 294 valid subjects. Surprisingly, privacy concern was not significantly negatively related to the intention to disclose PHI. However, the significance effect of the perceived benefit, personalized service and self-presentation were consistent with previous studies. In addition, the respondents were willing to reveal different personal information in different situations. The implication of the result will shed light on the development of a healthcare mobile app service provider. KeywoRDS Disclosure of Personal Health Information, Mobile Application, Perceived Benefits, Personalized Service, Privacy Concerns, Self-Presentation 1. INTRoDUCTIoN The proportion of Thai people who are currently using smartphones, tablets and computers is 64%, 11% and 27%, respectively, which shows the overall growth in the number of mobile devices in Thailand (Google, 2016). Moreover, the use of mobile applications (apps) via mobile devices is rapidly increasing because of the advancement in mobile apps. Mobile apps are software that are installed and run on mobile devices. There are many categories of mobile apps, and these have been developed to serve different purposes.