Why do I take deviant disclosure behavior on internet platforms? An explanation based on the neutralization theory

•Drawing on neutralization theory, this study builds a model to examine the predictors of deviant disclosure behavior on Internet platforms and investigates the moderating effects of personality traits.•Techniques of neutralization have a positive and significant impact on users’ intention of misrepresenting of personal information (MPI).•Extraversion negatively moderates the relationships between neutralization techniques and MPI, whereas neuroticism plays a positive role in moderating that relationships.•Users do some differences regarding justify their deviant disclosure behavior by using neutralization techniques between e-commerce platform and social networking site.