Location disclosure behavior on social network sites (SNS) has developed rapidly. However, the influencing factors have not been adequately studied. Based on social cognitive theory and the concept of face, this study developed a research model to explain the factors with uniquely Chinese characteristics that predict WeChat users’ location disclosure. Using survey data collected from WeChat users in China (N = 545), the model is tested by a structural equation modeling (SEM). The results show that a desire to gain face, a fear of losing face, social norms, trust in SNS members and trust in an SNS provider positively influence WeChat users’ intention to disclose location information. Moreover, trust in SNS members can also boost trust in an SNS provider. Finally, both theoretical contributions and practical implications are discussed.
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