structural model of the impact of personality traits on intention to share information on commercial websites: The moderating role of self- disclosure tendency

Subject Areas : Tectonostratigraphy

bahman sohrabi ¹ , nima soltaninezhad ²

1 - rafsanjan university
2 - tehran university

Received: 2019-09-15 Accepted : 2019-10-18 Published : 2019-10-23

Keywords: Intent to share information, personality features, self-declared, business websites,

Abstract :

In recent years, the ability of commercial websites, as a medium for communication and media for people from all parts of the world to gather in a virtual realm and to share new ideas, has created a fundamentalist change in the field of information sharing. Hence, the general purpose of this study is to explain the relationship between personality characteristics and intention to share information on commercial websites due to the moderating role of self-declared in users. The research method is descriptive-correlation and structural equation type. The population of the study consists of students of public universities in Kerman province. Using Cochran formula, the sample size was determined for this study 160 people. The stratified random sampling method was used to collect data. Reliability and validity of the research tools were evaluated and confirmed by calculating Cronbach's alpha, combined reliability and mean variance, and content validity of the questionnaires were confirmed by professors and experts familiar with the subject. The collected data were analyzed by SPSS software and Chi-up. The results showed that personality traits and its components (authoritarianism, self-esteem, locus of control and adaptability) have a positive and significant impact on the intention of sharing the information and the tendency to self-declared is a moderating role in this communication.

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