社会化商务下个体心理因素对信息共享行为的影响研究——大五人格的调节作用

An Empirical Study on Psychological Factors of Information Sharing in Social Commerce Websites——The Moderation Effects of Big Five Personality Traits

以社会交换理论为基础,构建了内外部收益因素和成本因素对个体信息共享行为的影响模型。通过问卷发放对267位微博品牌社区成员进行调查并收集数据,运用结构方程模型对该数据进行拟合检验,并通过分层回归分析了大五人格对该影响的调节作用。结果表明:外部报酬、形象提升、互惠关系、乐于助人及指责恐惧和时间成本同时影响用户信息共享行为。大五人格的不同维度对不同外部收益和成本因素起到不同的调节作用。

Based on Social commerce Theory, the present study develops a model for investigating both the motivations and inhibitors behind users＇ information sharing in social commerce websites. Using 267 survey data empirically test the research model by structural equation model. Besides, the moderation effects of Big Five Personality on the relationship between motivations and inhibitors and Information Sharing behavior are examined through Hierarchical Regression Analysis. Results show that, extrinsic rewards, image, reciprocal relationship, enjoy helping, fear of criticism and time cost have significant effects on information sharing. And moderation effects of Big Five Personality have also been verified.