1. Home
  2. Vol 4, No 1 (2023)
  3. Phuthong

Consumer’s Personality Traits and Knowledge-sharing Behavior on Shoppertainment Platforms: The Mediating Role of Subjective Well-being and Trust

Thadathibesra Phuthong

Abstract


Objectives: This research analyzed the direct and indirect influences of consumer personality on knowledge-sharing behavior through shoppertainment platforms using subjective well-being and trust as mediators. Methods/Analysis: A questionnaire survey was developed and distributed to 320 consumers with familiarity and experience in purchasing products from the TikTok shop and sharing knowledge, information, news, and purchasing experiences with the Thai TikTok community. This study adopted non-probability and purposive sampling techniques, with measurements and structural model assessments performed before hypothesis testing using the partial least squares structural equation model (PLS-SEM) with SmartPLS statistical software. Findings: Extraversion and openness to experience had a direct positive influence on trust, while neuroticism showed a direct negative influence on trust. Extraversion had a direct positive influence on subjective well-being, while neuroticism showed a direct negative influence on subjective well-being. Both trust and subjective well-being directly influenced knowledge-sharing behavior on the shoppertainment platform. Extraversion and openness to experience positively influenced knowledge-sharing behavior on the shoppertainment platform via trust, while neuroticism negatively influenced knowledge-sharing behavior on the shoppertainment platform through trust. Importantly, extraversion, openness to experience, and agreeableness positively influenced knowledge-sharing behavior on the shoppertainment platform via subjective well-being, with neuroticism negatively influencing knowledge-sharing behavior on the platform through subjective well-being in the same manner. Novelty/Improvement:Results contribute to an improved understanding of the mechanisms of a robust and competitive online retail business model in the digital era that can best deliver business sustainability by elevating consumers’ knowledge-sharing behaviors to facilitate purchasing decisions on goods or services via shoppertainment platforms.

 

Doi: 10.28991/HIJ-2023-04-01-014

Full Text: PDF


Keywords


Personality Traits; Knowledge-Sharing Behavior; Shoppertainment Platform; Subjective Well-Being; Trust; TikTok.

References


Codagnone, C., & Martens, B. (2016). Scoping the Sharing Economy: Origins, Definitions, Impact and Regulatory Issues. SSRN Electronic Journal. doi: 10.2139/ssrn.2783662

Collier, R. B., Dubal, V. B., & Carter, C. (2017). Labor Platforms and Gig Work: The Failure to Regulate. Available online: https://ideas.repec.org/p/cdl/indrel/qt4c8862zj.html(accessed on October 2022)

Almahameed, M., & Obidat, A. (2023). Exploring the critical success factors of s-commerce in social media platforms: The case of Jordan. International Journal of Data and Network Science, 7(1), 163-174. doi: 10.5267/j.ijdns.2022.11.006

Ricardianto, P., Christy, E., Pahala, Y., Abdurachman, E., Soekirman, A., Purba, O. R., & Endri, E. (2023). Digitalization and logistics service quality: Evidence from Indonesia national shipping companies. International Journal of Data and Network Science, 7(2), 781-790. doi: 10.5267/j.ijdns.2023.1.011

Fu, W., Sun, J., & Lee, X. (2023). Research on the Openness of Digital Platforms Based on Entropy-Weighted TOPSIS: Evidence from China. Sustainability (Switzerland), 15(4), Article 3322. doi: 10.3390/su15043322

Eisape, D. A. (2022). Transforming Pipelines into Digital Platforms: An Illustrative Case Study Transforming a Traditional Pipeline Business Model in the Standardization Industry into a Digital Platform. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), Article 183. doi: 10.3390/joitmc8040183

Plantin, J. C., & de Seta, G. (2019). WeChat as infrastructure: the techno-nationalist shaping of Chinese digital platforms. Chinese Journal of Communication, 12(3), 257-273. doi: 10.1080/17544750.2019.1572633

tiktok.com. (2022). TikTok-BCG study finds Shoppertainment to be the next USD 1 trillion opportunity for Asia Pacific. Available online: https://newsroom.tiktok.com/en-sg/future-of-commerce-apac (accessed on October 2022)

Al-Khasawneh, M., Sharabati, A. A. A., Al-Haddad, S., Tbakhi, R., & Abusaimeh, H. (2022). The adoption of TikTok application using TAM model. International Journal of Data and Network Science, 6(4), 1389-1402. doi: 10.5267/j.ijdns.2022.5.012

Electronic Transactions Development Agency. (2022, October 10). Thailand Inter User Behavior 2022. https://www.etda.or.th/th/Useful-Resource/publications/iub2022.aspx

Costa, P., & McCrae, R. (2002). Personality in Adulthood: A Five-Factor Theory Perspective. Management Information Systems Quarterly - MISQ. doi: 10.4324/9780203428412

Rolland, J.-P. (2002). The Cross-Cultural Generalizability of the Five-Factor Model of Personality. In R. R. McCrae & J. Allik (Eds.), The Five-Factor Model of Personality Across Cultures (pp. 7-28). Boston, MA: Springer US.

Dinesen, P. T., Nørgaard, A. S., & Klemmensen, R. (2013). The Civic Personality: Personality and Democratic Citizenship. Political Studies, 62(1_suppl), 134-152. doi: 10.1111/1467-9248.12094

Mondak, J. J. (2010). Personality and the Foundations of Political Behavior. Cambridge: Cambridge University Press.

Vestre, N. D. (1984). Irrational beliefs and self-reported depressed mood. Journal of Abnormal Psychology, 93(2), 239–241. doi: 10.1037/0021-843X.93.2.239

Hayes, N., & Joseph, S. (2003). Big 5 correlates of three measures of subjective well-being. Personality and Individual Differences, 34(4), 723-727. doi: 10.1016/S0191-8869(02)00057-0

Lönnqvist, J.-E., & große Deters, F. (2016). Facebook friends, subjective well-being, social support, and personality. Computers in Human Behavior, 55, 113-120. doi: 10.1016/j.chb.2015.09.002

Tang, J.-H., Chen, M.-C., Yang, C.-Y., Chung, T.-Y., & Lee, Y.-A. (2016). Personality traits, interpersonal relationships, online social support, and Facebook addiction. Telematics and Informatics, 33(1), 102-108. doi: 10.1016/j.tele.2015.06.003

Correa, T., Hinsley, A. W., & de Zúñiga, H. G. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247-253. doi: 10.1016/j.chb.2009.09.003

Ahn, D., & Shin, D.-H. (2013). Is the social use of media for seeking connectedness or for avoiding social isolation? Mechanisms underlying media use and subjective well-being. Computers in Human Behavior, 29(6), 2453-2462. doi: 10.1016/j.chb.2012.12.022

Cho, H., Chen, M., & Chung, S. (2010). Testing an integrative theoretical model of knowledge-sharing behavior in the context of Wikipedia. Journal of the American Society for Information Science and Technology, 61(6), 1198-1212. doi: 10.1002/asi.21316

Ma, W., & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in Human Behavior, 39, 51–58. doi: 10.1016/j.chb.2014.06.015

Wei, L., & Gao, F. (2017). Social media, social integration and subjective well-being among new urban migrants in China. Telematics and Informatics, 34(3), 786-796. doi: 10.1016/j.tele.2016.05.017

Gang, K., & Ravichandran, T. (2015). Exploring the Determinants of Knowledge Exchange in Virtual Communities. IEEE Transactions on Engineering Management, 62(1), 89-99. doi: 10.1109/TEM.2014.2376521

Hung, S.-Y., Lai, H.-M., & Chou, Y.-C. (2015). Knowledge-sharing intention in professional virtual communities: A comparison between posters and lurkers. Journal of the Association for Information Science and Technology, 66(12), 2494-2510. doi: 10.1002/asi.23339

Gerlitz, Y. A., & Schupp., J. (2005). Assessment of big five personality characteristics in the SOEP (Vol. German Institute of Economic Research (Research Notes 4)). Berlin: DIW.

Hashim, K. F., & Tan, F. B. (2015). The mediating role of trust and commitment on members’ continuous knowledge sharing intention: A commitment-trust theory perspective. International Journal of Information Management, 35(2), 145-151. doi: 10.1016/j.ijinfomgt.2014.11.001

Diener, E., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The Satisfaction With Life Scale. Journal of Personality Assessment, 49(1), 71-75. doi: 10.1207/s15327752jpa4901_13

Staples, D. S., & Webster, J. (2008). Exploring the effects of trust, task interdependence and virtualness on knowledge sharing in teams. Information Systems Journal, 18(6), 617-640. doi: doi.org/10.1111/j.1365- 2575.2007.00244.x

Jami, M. P., & Taheri, F. (2019). Personality traits and knowledge sharing behavior in social media: Mediating role of trust and subjective well-being. On the Horizon, 27(2), 98–117. doi: 10.1108/OTH-03-2019-0012

McCrae, R. R., & Costa, P. T. (2003). Personality in adulthood: A five-factor theory perspective (2nd ed.). Guilford.

Ziyuan Li, Zhi Lin, & Jinghong Nie. (2022). How Personality and Social Capital Affect Knowledge Sharing Intention in Online Health Support Groups?: A Person- Situation Perspective, International Journal of Human–Computer Interaction, 38(10), 885-896, doi: 10.1080/10447318.2021.1976508

McCrae, R., & Costa, P. (1997). Personality Trait Structure as a Human Universal. The American psychologist, 52, 509-516. doi: 10.1037//0003-066X.52.5.509

Tang, J.; Zhang, B.; Xiao, S. (2022). Examining the Intention of Authorization via Apps: Personality Traits and Expanded Privacy Calculus Perspectives. Behavioral Sciences, 12(7), 218. doi: 10.3390/bs12070218

Deng, S., Lin, Y., Liu, Y., Chen, X., & Li, H. (2017). How do personality traits shape information-sharing behaviour in social media? Exploring the mediating effect of generalized trust. Information Research, 22(3). http://informationr.net/ir/22-3/paper763.html

Tulin, M., Lancee, B., & Volker, B. (2018). Personality and Social Capital. Social Psychology Quarterly, 81(4), 295–318. doi: 10.1177/0190272518804533

OECD. (2013). OECD Guidelines on Measuring Subjective Well-being. OECD Publishing, Paris, doi: 10.1787/9789264191655-en.

Vittersø, J., & Nilsen, F. (2002). The Conceptual and Relational Structure of Subjective Well-Being, Neuroticism, and Extraversion: Once Again, Neuroticism Is the Important Predictor of Happiness. Social Indicators Research, 57(1), 89-118. Available online: http://www.jstor.org/stable/27526985 (accessed on October 2022)

Deneve, K. M., & Cooper, H. (1998). The happy personality: a meta-analysis of 137 personality traits and subjective well-being. Psychological bulletin, 124(2), 197-229.

Furnham, A., & Cheng, H. (1999). Personality as predictor of mental health and happiness in the East and West. Personality and Individual Differences, 27(3), 395-403. doi: 10.1016/S0191-8869(98)00250-5

Steel, P., Schmidt, J., & Shultz, J. (2008). Refining the relationship between personality and subjective well-being. Psychological Bulletin, 134(1), 138–161. doi: 10.1037/0033-2909.134.1.138

Costa, P. T., McCrae, R. R., & Dye, D. A. (1991). Facet Scales for Agreeableness and Conscientiousness: A Revision of the NEO Personality Inventory. Personality and Individual Differences, 12(9), 887-898. doi: 10.1016/0191-8869(91)90177-D

Barrick, M. R., & Mount, M. K. (1991). THE BIG FIVE PERSONALITY DIMENSIONS AND JOB PERFORMANCE: A META-ANALYSIS. Personnel Psychology, 44(1), 1-26. doi: 10.1111/j.1744-6570.1991.tb00688.x

Judge, T., Heller, D., & Mount, M. (2002). Five-Factor Model of Personality and Job Satisfaction: A Meta-Analysis. The Journal of applied psychology, 87, 530-541. doi: 10.1037//0021-9010.87.3.530

Rose, C. L., Murphy, L. B., Byard, L., & Nikzad, K. (2002). The role of the Big Five personality factors in vigilance performance and workload. European Journal of Personality, 16(3), 185-200. doi: 10.1002/per.451

Judge, T. A., Higgins, C. A., Thoresen, C. J., & Barrick, M. R. (1999). THE BIG FIVE PERSONALITY TRAITS, GENERAL MENTAL ABILITY, AND CAREER SUCCESS ACROSS THE LIFE SPAN. Personnel Psychology, 52(3), 621-652. doi: 10.1111/j.1744-6570.1999.tb00174.x

Gerber, A. S., Huber, G. A., Doherty, D., & Dowling, C. M. (2012). Personality and the Strength and Direction of Partisan Identification. Political Behavior, 34(4), 653-688. doi: 10.1007/s11109-011-9178-5

McCrae, R. R., & Costa, P. T., Jr. (2008). The SAGE handbook of personality theory and assessment: Volume 1 — Personality theories and models. (Vols. 1-1). SAGE Publications Ltd. doi: 10.4135/9781849200462

Gerson, J., Plagnol, A. C., & Corr, P. J. (2016). Subjective well-being and social media use: Do personality traits moderate the impact of social comparison on Facebook? Computers in Human Behavior, 63, 813-822. doi: 10.1016/j.chb.2016.06.023

Kircaburun, K., Alhabash, S., Tosuntaş, Ş. B., & Griffiths, M. D. (2020). Uses and Gratifications of Problematic Social Media Use Among University Students: a Simultaneous Examination of the Big Five of Personality Traits, Social Media Platforms, and Social Media Use Motives. International Journal of Mental Health and Addiction, 18(3), 525-547. doi: 10.1007/s11469-018-9940-6

Seidman, G. (2013). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54(3), 402-407. doi: 10.1016/j.paid.2012.10.009

Stead, H., & Bibby, P. (2017). Personality, Fear of Missing Out and Problematic Internet Use and their Relationship to Subjective Well-Being. Computers in Human Behavior, 76. doi: 10.1016/j.chb.2017.08.016

Yuen, T., & Majid, S. (2007). Knowledge-sharing patterns of undergraduate students in Singapore. Library Review, 56, 485-494. doi: 10.1108/00242530710760382

Ding, C., Cheng, H. K., Duan, Y., & Jin, Y. (2017a). The power of the “like” button: The impact of social media on box office. Decision Support Systems, 94, 77-84. doi: 10.1016/j.dss.2016.11.002

Kim, J.-H., & Lee, J.-E. (2010). The Facebook Paths to Happiness: Effects of the Number of Facebook Friends and Self-Presentation on Subjective Well-Being. Cyberpsychology, behavior and social networking, 14, 359-364. doi:10.1089/cyber.2010.0374

Wang, S. S. (2013). “I Share, Therefore I Am”: Personality Traits, Life Satisfaction, and Facebook Check-Ins. Cyberpsychology, Behavior, and Social Networking, 16(12), 870-877. doi: 10.1089/cyber.2012.0395

Tandoc, E. C., Ferrucci, P., & Duffy, M. (2015). Facebook use, envy, and depression among college students: Is facebooking depressing? Computers in Human Behavior, 43, 139-146. doi: 10.1016/j.chb.2014.10.053

Ding, Q., Zhang, Y.-X., Wei, H., Huang, F., & Zhou, Z.-K. (2017b). Passive social network site use and subjective well-being among Chinese university students: A moderated mediation model of envy and gender. Personality and Individual Differences, 113, 142-146. doi: 10.1016/j.paid.2017.03.027

Ishii, K. (2017). Online communication with strong ties and subjective well-being in Japan. Computers in Human Behavior, 66, 129-137. doi: 10.1016/j.chb.2016.09.033

Kim, B., & Kim, Y. (2017). College students’ social media use and communication network heterogeneity: Implications for social capital and subjective well-being. Computers in Human Behavior, 73, 620-628. doi: 10.1016/j.chb.2017.03.033

Li, C., Shi, X., & Dang, J. (2014). Online communication and subjective well-being in Chinese college students: The mediating role of shyness and social self-efficacy. Computers in Human Behavior, 34, 89-95. doi: 10.1016/j.chb.2014.01.032

Longstreet, P., & Brooks, S. (2017). Life satisfaction: A key to managing internet & social media addiction. Technology in Society, 50. doi: 10.1016/j.techsoc.2017.05.003

Panahi, S., Watson, J., & Partridge, H. (2012). Social Media and Tacit Knowledge Sharing: Developing a Conceptual Model. World Academy of Science, Engineering and Technology, Open Science Index 64, International Journal of Humanities and Social Sciences, 6(4), 648 - 655.

Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25(2), 578-586. doi: 10.1016/j.chb.2008.12.024

Hair Jr., J. F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis: A Global Perspective. Upper Saddle River: Pearson Education.

Rovinelli, R.J., & Hambleton, R.K. (1977). On the Use of Content Specialists in the Assessment of Criterion-Referenced Test Item Validity. Tijdschrift Voor Onderwijs Research, 2, 49-60.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd ed. Thousand Oaks, CA: Sage.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. doi: 10.2753/MTP1069-6679190202

Chin, W. W. (2010). How to write up and report PLS analyses, in Esposito Vinzi, V., Chin, W. W., Henseler, J., & Wang, H. (Eds), Handbook of Partial Least Squares: Concepts, Methods and Applications, Vol. 2, Springer Handbooks of Computational Statistics Series. Springer, Heidelberg, 655-690.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. doi: 10.1177/002224378101800104

Henseler, J., Ringle, C. M. & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(1), 277-319.

Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Lawrence Erlbaum, Associates, Hillsdale, NJ.

Preacher, K.J., & Hayes, A.F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods 40, 879–891. doi: 10.3758/BRM.40.3.879

Flavián, C., Guinalíu, M., & Jordán, P. (2022). Virtual teams are here to stay: How personality traits, virtuality and leader gender impact trust in the leader and team commitment. European Research on Management and Business Economics, 28(2), 100193. doi: 10.1016/j.iedeen.2021.100193

Kraus, J., Scholz, D., & Baumann, M. (2020). What’s driving me? Exploration and validation of a hierarchical personality model for trust in automated driving. Human Factors, 63(6), 1076–1105. doi: 10.1177/0018720820922653

Sharan, N. N., & Romano, D. M. (2020). The effects of personality and locus of control on trust in humans versus artificial intelligence. Heliyon, 6(8), e04572. doi: 10.1016/j.heliyon.2020.e04572.

Zhang, T., Tao, D., Qu, X., Zhang, X., Zeng, J., Zhu, H., & Zhu, H. (2020). Automated vehicle acceptance in China: Social influence and initial trust are key determinants. Transportation Research Part C: Emerging Technologies, 112, 220–233. doi: 10.1016/j.trc.2020.01.027.

Abdullahi, A. M., Orji, R., Rabiu, A. M., & Kawu, A. A. (2020). Personality and Subjective Well-Being: Towards Personalized Persuasive Interventions for Health and Well-Being. Online journal of public health informatics, 12(1), e1. doi: 10.5210/ojphi.v12i1.10335

Han, J. H. (2020). The Effects of Personality Traits on Subjective Well-being and Behavioral Intention Associated with Serious Leisure Experiences. The Journal of Asian Finance, Economics and Business, 7(5), 167–176. doi: 10.13106/JAFEB.2020.VOL7.NO5.167

Kmieciak, R. (2021). Trust, knowledge sharing, and innovative work behavior: empirical evidence from Poland. European Journal of Innovation Management, 24(5), 1832-1859. doi: 10.1108/EJIM-04-2020-0134

Mutahar, Y., Farea, M. M., Abdulrab, M., Al-Mamary, Y. H., Alfalah, A. A., & Grada, M. (2022). The contribution of trust to academic knowledge sharing among academics in the Malaysian research institutions. Cogent Business & Management, 9(1), 2038762. doi: 10.1080/23311975.2022.2038762

Renqiang, X., & Wende, Z. (2022). An empirical study on the impact of platform environmental factors on knowledge sharing in virtual communities. Technology in Society, 71, 102094. doi: 10.1016/j.techsoc.2022.102094

Wen, P., & Wang, R. (2022). Does knowledge structure matter? Key factors influencing formal and informal knowledge sharing in manufacturing. Journal of Knowledge Management, 26(9), 2275-2305. doi: 10.1108/JKM-06-2021-0478

Yen, C. (2022). Exploring member's knowledge sharing intention in online health communities: The effects of social support and overload. PloS one, 17(3), e0265628. doi: 10.1371/journal.pone.0265628

Yen, C., & Valentine, E. (2022). Building Caregivers' Social Support on Social Network Sites Through Online Support Groups. Cyberpsychology, Behavior, and Social Networking, 26(1), 57-64. doi: 10.1089/cyber.2022.0094

Hamza, M. A., Rehman, S., Sarwar, A., & Choudhary, K. N. (2023). Is knowledge a tenement? The mediating role of team member exchange over the relationship of big five personality traits and knowledge-hiding behavior. VINE Journal of Information and Knowledge Management Systems, 53(1), 166-186. doi: 10.1108/VJIKMS-05-2020-0084


Full Text: PDF

DOI: 10.28991/HIJ-2023-04-01-014

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Thadathibesra Phuthong