Community startup businesses: the impact of big five personality traits and social media technology acceptance on group buying leaders
研究大五人格特质如何通过社交媒体技术接受影响个人成为社区团购领导者的意愿，发现外向性和神经质对社交媒体感知易用性和有用性影响更大，且感知有用性在尽责性和神经质与领导者意愿之间起中介作用。
Purpose This study investigates how personality traits influence individuals’ intention to become community group buying (CGB) leaders. Design/methodology/approach Data include 517 valid questionnaires that are employed to examine the research model and test the hypotheses using partial least squares structural equation modeling. Findings This study reveals that among the Big Five personality traits, extroversion and neuroticism have more impact on the perceived ease of use and usefulness of social media, and individuals with high levels of these traits are more likely to become CGB leaders. Perceived ease of use only mediates the relationship between agreeableness and CGB leader intention, whereas perceived usefulness mediates the relationships between conscientiousness and CGB leader intention and neuroticism and CGB leader intention. Originality/value This study can serve as a catalyst for advancing the exploration of how personality traits and social media affect the intention of being CGB leaders. In addition, the study investigates the mediating effect of social media technology acceptance obtaining valuable insights into how social media affects individuals’ intention to become CGB leaders, expanding the research in this field. Highlights (1) Individuals with extroversion, neuroticism, and conscientiousness personality traits exhibit higher perceived ease of use and usefulness of social media. (2) Unlike previous research suggested, neurotic individuals appear to be attracted to becoming community group buying (CGB) leaders. (3) Individuals with high agreeableness are encouraged by ease in pursuing CGB leadership. (4) Perceived usefulness mediates the relationship between conscientiousness and CGB leadership intention and neuroticism and CGB leader intention.