Consumer’s Personality Trait and Knowledge Sharing Behavior on the Shoppertainment Platform: The Mediating Role of Subjective Well-Being and Trust

Main Article Content

Thadathibesra Phuthong


This research aimed to analyze the structural equation model and the direct and indirect influences of consumer personality on knowledge-sharing behavior through shoppertainment platforms by using subjective well-being and trust as mediators. It was quantitative research. The instrument was a questionnaire. The sample groups were consumers who had experience purchasing products through the TikTok shop. The 320 samples were selected using purposive sampling methods, and the partial least squares structural equation model analysis was used to test the proposed hypotheses. The results from the structural equation modeling found that extraversion and openness to experiences had a direct positive influence on trust, while neuroticism had a direct negative influence on trust. Extraversion directly and positively influenced subjective well-being, whereas neuroticism had a direct negative influence on subjective well-being. In addition, trust and subjective well-being directly and positively affected knowledge-sharing behavior on the platforms. At the same time, extraversion and openness to experiences positively and indirectly influenced knowledge-sharing behavior on the platform via trust. In contrast, neuroticism negatively and indirectly influenced knowledge-sharing behavior on the platforms through trust. Furthermore, extraversion, openness to experiences, and agreeableness positively and indirectly affected knowledge-sharing behavior on the platforms via subjective well-being. Meanwhile, neuroticism negatively and indirectly influenced knowledge-sharing behavior on the platforms through subjective well-being.


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Phuthong, T. (2023). Consumer’s Personality Trait and Knowledge Sharing Behavior on the Shoppertainment Platform: The Mediating Role of Subjective Well-Being and Trust. Journal of Arts Management, 7(2), 519–542. Retrieved from
Research Articles
Author Biography

Thadathibesra Phuthong, Faculty of Management Science, Silpakorn University




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