The Influence of the Big Five Personality Traits and Propensity to Trust on Online Review Behaviors: The Moderating Role of Gender

IF 5.1 3区管理学 Q1 BUSINESS

Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-06-04 DOI:10.3390/jtaer19020072

Nima Kordzadeh, Karoly Bozan

引用次数: 0

Abstract

This study investigates the impacts of the Big Five personality traits and propensity to trust on the use and writing of online reviews. Additionally, this study examines how gender moderates these impacts. Results of a survey (n = 840) show that openness to experience and conscientiousness positively influence online review use, while openness to experience and extraversion positively influence online review writing. Moreover, gender moderates the impacts of extraversion, openness to experience, and agreeableness on online review writing, with no moderating effect observed for online review use. Our findings contribute to the electronic word-of-mouth (eWOM) literature and offer important practical insights for eWOM platforms.

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大五人格特质和信任倾向对在线评论行为的影响：性别的调节作用

本研究探讨了大五人格特质和信任倾向对使用和撰写在线评论的影响。此外，本研究还探讨了性别如何调节这些影响。一项调查（n = 840）的结果显示，经验开放性和自觉性会对在线评论的使用产生积极影响，而经验开放性和外向性会对在线评论的撰写产生积极影响。此外，性别可以调节外向性、经验开放性和合意性对在线评论写作的影响，而在线评论使用则没有调节作用。我们的研究结果为电子口碑（eWOM）文献做出了贡献，并为电子口碑平台提供了重要的实用见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Theoretical and Applied Electronic Commerce Research BUSINESS-

CiteScore

9.50

自引率

3.60%

发文量

期刊介绍： The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.