Privacy paradox: exploring factors influencing women's disclosure of reproductive health information in the online health communities

Purpose Women with gynecological illnesses frequently utilize Online Health Communities (OHCs) to share experiences and seek online consultations. However, the disclosure of sensitive health information heightens privacy risks. This study, grounded in the Multidimensional Development Theory (MDT), Communication Privacy Management Theory (CPM) and research on privacy fatigue (PF), developed a theoretical model to elucidate the factors that influence women's willingness to disclose reproductive health information in OHCs. Design/methodology/approach A total of 417 valid surveys were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to determine the impact of independent variable on information disclosure, the mediating role of PF and the moderating role of perceived industry regulation effectiveness. Additionally, a fuzzy-set qualitative comparative analysis (fsQCA) was conducted to explore the multi-configurational pathways of information disclosure. Findings This study found that self-ego-related variables, such as disease stigmatization, positively influenced privacy concerns (PC) and disclosure willingness. PF positively influenced disclosure willingness and partially mediated the relationship between PC and information disclosure. Perceived industry regulation effectiveness negatively moderated the impact of PF on information disclosure and played a dual role. Four antecedent configurations were identified that influence women's willingness to disclose reproductive health information in OHCs. Originality/value This study advances the integration of MDT and CPM by incorporating PF to explain women's disclosure of reproductive health information in OHCs. By conceptualizing PF as boundary exhaustion, it extends CPM, while the application of fsQCA uncovers multiple causal configurations, thereby enhancing the explanatory capacity of MDT. This study offers both significant theoretical and practical contributions.