OCEAN Traits as Key Determinants of Knowledge Sharing Behaviour through Short-video Social Commerce Platforms

Thadathibesra Phuthong


This study aimed to examine the determinants of knowledge sharing behavior on a short-video social commerce platform by integrating the framework of OCEAN Traits and knowledge sharing behavior. A questionnaire-type survey was used, and responses from 200 TikTok short-form video platform users were analyzed against the research model, and the hypotheses were tested by employing partial least squares structural equation modeling. The findings reveal that Extraversion and Neuroticism traits were significant determinants of knowledge sharing behavior, whereas Openness to Experience, Conscientiousness, and Agreeableness traits failed to predict knowledge sharing behavior through short videos on the social commerce platform. The findings present several implications for researchers in the extraversion and neuroticism traits as key determinants of knowledge sharing behavior in the short-video social commerce platform context. The results will be beneficial to online business operators and their stakeholders who use short-video social commerce platforms to implement business strategies that promote buying decisions for products and services.


Doi: 10.28991/HEF-2023-04-02-04

Full Text: PDF


OCEAN Traits; Personality Trait; Knowledge-Sharing Behaviors; TikTok; Short-Form Video App; Social Commerce Platforms.


Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019). How social interaction affects purchase intention in social commerce: A cultural perspective. Sustainability (Switzerland), 11(8), 2423. doi:10.3390/su11082423.

Qu, Y., Cieślik, A., Fang, S., & Qing, Y. (2023). The role of online interaction in user stickiness of social commerce: The shopping value perspective. Digital Business, 3(2), 100061. doi:10.1016/j.digbus.2023.100061.

Prakash, K. V., & Yogeswari, K. (2022). A Structural Equation Modelling (SEM) approach on Construction Noise Related Perception and Behavior among the Workforces. Civil Engineering Journal, 8(12), 2721-2733. doi:10.28991/CEJ-2022-08-12-04.

Kanani, R., & Glavee-Geo, R. (2021). Breaking the uncertainty barrier in social commerce: The relevance of seller and customer-based signals. Electronic Commerce Research and Applications, 48, 101059. doi:10.1016/j.elerap.2021.101059.

Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2020). The impact of social capital and social interaction on customers’ purchase intention, considering knowledge sharing in social commerce context. Journal of Innovation and Knowledge, 5(3), 191–199. doi:10.1016/j.jik.2019.08.004.

KEPIOS (2023). DIGITAL 2023: Thailand. DataReportal, Singapore. Available online: https://datareportal.com/reports/digital-2023-thailand (accessed on March 2023).

ETDA. (2022). Thailand Internet User Behavior 2022. Available online: https://www.etda.or.th/th/Useful-Resource/publications/iub2022.aspx (accessed on March 2023).

United Nations Development Programme. (2020). The SDGs In Action. United Nations Development Programme, New York, United States. Available online: https://www.undp.org/sustainable-development-goals (accessed on January 2023).

Costa, P. T., & McCrae, R. R. (1992). Neo personality inventory-revised (NEO PI-R). Psychological Assessment Resources, Odessa, United States.

Tang, J. H., Chen, M. C., Yang, C. Y., Chung, T. Y., & Lee, Y. A. (2016). Personality traits, interpersonal relationships, online social support, and Facebook addiction. Telematics and Informatics, 33(1), 102–108. doi:10.1016/j.tele.2015.06.003.

Correa, T., Hinsley, A. W., & de Zúñiga, H. G. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247–253. doi:10.1016/j.chb.2009.09.003.

Deng, S., & Lin, Y. (2016). Exploring the role of personality traits in determining information sharing behavior in social media. Wuhan Daxue Xuebao (Xinxi Kexue Ban)/Geomatics and Information Science of Wuhan University, 41, 12–16.

Jami Pour, M., & Taheri, F. (2019). Personality traits and knowledge sharing behavior in social media: mediating role of trust and subjective well-being. On the Horizon, 27(2), 98–117. doi:10.1108/OTH-03-2019-0012.

Mihailescu, A. M. (2020). Selfie Behaviors and Personality Traits: More than Meets the Eye. The Open Psychology Journal, 13(1), 223–231. doi:10.2174/1874350102013010223.

Obrenovic, B., Du, J., Godinić, D., & Tsoy, D. (2022). Personality trait of conscientiousness impact on tacit knowledge sharing: the mediating effect of eagerness and subjective norm. Journal of Knowledge Management, 26(5), 1124–1163. doi:10.1108/JKM-01-2021-0066.

Zhang, M., Zhu, T., Xu, Y., & Ma, B. (2023). Zero is hero: Round number effects on knowledge-sharing platforms. Information & Management, 60(6), 103833. doi:10.1016/j.im.2023.103833.

Ma, D. (2023). How does the negotiation between “me” and “we” in professional identity influence interpersonal horizontal knowledge sharing in multinational enterprises: A conceptual model. International Business Review, 32(4), 102137. doi:10.1016/j.ibusrev.2023.102137.

Shehab, S., Al-Bsheish, M., Meri, A., Dauwed, M., Aldhmadi, B. K., Kareem, H. M., Alsyouf, A., Al-Mugheed, K., & Jarrar, M. (2023). Knowledge sharing behaviour among head nurses in online health communities: The moderating role of knowledge self-efficacy. PLOS ONE, 18(1), e0278721. doi:10.1371/journal.pone.0278721.

Mustika, H., Eliyana, A., Agustina, T. S., & Anwar, A. (2022). Testing the Determining Factors of Knowledge Sharing Behavior. SAGE Open, 12(1), 21582440221078012. doi:10.1177/21582440221078012.

Khan, M. N., & Zaman, U. (2022). Bankers’ knowledge sharing behavior: The role of personality and perceived organizational incentives. Journal of Public Affairs, 22(1), 2340. doi:10.1002/pa.2340.

Tiktok.com. (2022). TikTok-BCG study finds Shoppertainment to be the next USD 1 trillion opportunity for Asia Pacific. Available online: https://newsroom.tiktok.com/en-sg/future-of-commerce-apac (accessed on February 2023).

Goldberg, L. R. (1993). The Structure of Phenotypic Personality Traits. American Psychologist, 48(1), 26–34. doi:10.1037/0003-066X.48.1.26.

Hameed, Z., Khan, I. U., Sheikh, Z., Islam, T., Rasheed, M. I., & Naeem, R. M. (2019). Organizational justice and knowledge sharing behavior. Personnel Review, 48(3), 748–773. doi:10.1108/pr-07-2017-0217.

Berraies, S., Hamza, K. A., & Chtioui, R. (2020). Distributed leadership and exploratory and exploitative innovations: mediating roles of tacit and explicit knowledge sharing and organizational trust. Journal of Knowledge Management, 25(5), 1287–1318. doi:10.1108/jkm-04-2020-0311.

Afshar Jalili, Y., & Ghaleh, S. (2020). Knowledge sharing and the theory of planned behavior: a meta-analysis review. VINE Journal of Information and Knowledge Management Systems, 51(2), 236–258. doi:10.1108/vjikms-02-2019-0023.

Philsoophian, M., Akhavan, P., Ghorbani, S., & Afshar, Y. (2016). The Delphi Method for Selection of KM Strategies Based on the Level of KM Maturity: A Case of OICO, Iran. IUP journal of knowledge management, 14(4).

Afshar Jalili, Y. (2019). I rather share my knowledge. VINE Journal of Information and Knowledge Management Systems, 50(2), 203–217. doi:10.1108/vjikms-04-2019-0052.

Omotayo, F. O., & Babalola, S. O. (2016). Factors influencing knowledge sharing among information and communication technology artisans in Nigeria. Journal of Systems and Information Technology, 18(2), 148–169. doi:10.1108/JSIT-02-2016-0009.

Ayeh, J. K., Au, N., & Law, R. (2013). “Do We Believe in TripAdvisor?” Examining Credibility Perceptions and Online Travelers’ Attitude toward Using User-Generated Content. Journal of Travel Research, 52(4), 437–452. doi:10.1177/0047287512475217.

Phong, L. B., Hui, L., & Son, T. T. (2018). How leadership and trust in leaders foster employees’ behavior toward knowledge sharing. Social Behavior and Personality, 46(5), 705–720. doi:10.2224/sbp.6711.

Raza, I., & Awang, Z. (2020). Knowledge sharing in multicultural organizations: evidence from Pakistan. Higher Education, Skills and Work-Based Learning, 10(3), 497–517. doi:10.1108/HESWBL-09-2019-0114.

Lin, M., Li, Y., & Miao, L. (2023). The impact of knowledge hiding on targets’ knowledge sharing with perpetrators. Tourism Management, 98, 104775. doi:10.1016/j.tourman.2023.104775.

Fanaja, R. A., Pradana, M., Saputri, M. E., & Utami, D. G. (2023). Knowledge Management as Driver of Women’s Entrepreneurial Innovativeness. Journal of Human, Earth, and Future, 4(1), 1–9. doi:10.28991/HEF-2023-04-01-01.

Guo, Y., Luo, S., & Tan, Y. (2023). The association between purpose in life and knowledge sharing behavior among Chinese university students: The mediating effects of gratitude. Psychology in the Schools, 60(8), 3090–3102. doi:10.1002/pits.22903.

Wu, Y., Hu, X., Wei, J., & Marinova, D. (2023). The effects of attitudes toward knowledge sharing, perceived social norms and job autonomy on employees’ knowledge-sharing intentions. Journal of Knowledge Management, 27(7), 1889–1903. doi:10.1108/JKM-06-2022-0468.

Abbas, K., Eltweri, A., Nawaz, M. K., & Ali, Z. (2023). Systematic Analysis of the Factors That Impact upon the Mindset of Knowledge Sharing Behaviour (KSB) for Individuals within Academia. Administrative Sciences, 13(7), 161. doi:10.3390/admsci13070161.

Jalowski, M., Oks, S. J., & Möslein, K. M. (2023). Fostering knowledge sharing: Design principles for persuasive digital technologies in open innovation projects. Creativity and Innovation Management, 32(2), 233–248. doi:10.1111/caim.12520.

Chan, Y. E., Krishnamurthy, R., Mann, J., & Sabherwal, R. (2023). Knowledge sharing, knowledge seeking, and emotions: A longitudinal study of hospital restructuring decision making. Knowledge and Process Management, 30(2), 148–162. doi:10.1002/kpm.1734.

Mursitama, T. N., Simatupang, B., & Bandur, A. (2022). The Importance of Interfirm Networks in Enhancing Innovation Capability and Exporting in High-Tech Industry. HighTech and Innovation Journal, 3, 52-64. doi:10.28991/HIJ-SP2022-03-05.

Aldhmour, F. M., & Doyle, E. (2023). Knowledge Sharing of Postgraduates Online: The Intention-Behavior Gap. Information Sciences Letters, 12(2), 717–733. doi:10.18576/isl/120215.

Wan, J., Qin, M., Zhou, W., Zhou, H., & Li, P. (2023). Procedural justice, relative deprivation, and intra-team knowledge sharing: The moderating role of group identification. Frontiers in Psychology, 14. doi:10.3389/fpsyg.2023.994020.

Natu, S., & Aparicio, M. (2022). Analyzing knowledge sharing behaviors in virtual teams: Practical evidence from digitalized workplaces. Journal of Innovation & Knowledge, 7(4), 100248. doi:10.1016/j.jik.2022.100248.

Costa, P. T., & McCrae, R. R. (2008). The Revised NEO Personality Inventory (NEO-PI-R). The SAGE Handbook of Personality Theory and Assessment: Volume 2 — Personality Measurement and Testing, 179–198, SAGE Publication, Thousand Oaks, United States. doi:10.4135/9781849200479.n9.

Ruangkanjanases, A., Hariguna, T., & Abdillah, W. (2022). Assessing Supply Chain Management Ambidexterity, Integration of Knowledge Management Use and User Satisfaction. Journal of Human, Earth, and Future, 3(3), 361-376. doi:10.28991/HEF-2022-03-03-08.

Gazit, T., Aharony, N., & Amichai-Hamburger, Y. (2020). Tell me who you are and I will tell you which SNS you use: SNSs participation. Online Information Review, 44(1), 139–161. doi:10.1108/OIR-03-2019-0076.

Pentina, I., & Zhang, L. (2017). Effects of social support and personality on emotional disclosure on Facebook and in real life. Behaviour & Information Technology, 36(5), 484–492. doi:10.1080/0144929X.2016.1258086.

Javaid, M., Jaaron, A. A. M., & Abdullah, N. H. B. (2022). Relationship between Big Five personality traits and knowledge sharing behaviour: moderating role of Islamic work ethics. Cross Cultural & Strategic Management, 29(4), 798–823. doi:10.1108/CCSM-01-2021-0015.

Akbar, A., Malik, A., & Warraich, N. F. (2023). Big Five Personality Traits and Knowledge Sharing Intentions of Academic Librarians. The Journal of Academic Librarianship, 49(2), 102632. doi:10.1016/j.acalib.2022.102632.

Yasin, M., Porcu, L., Abusharbeh, M. T., & Liébana-Cabanillas, F. (2020). The impact of customer personality and online brand community engagement on intention to forward company and users generated content: Palestinian banking industry a case. Economic Research-Ekonomska Istrazivanja, 33(1), 1985–2006. doi:10.1080/1331677X.2020.1752277.

Hao, Q., Shi, Y., & Yang, W. (2019). How Leader-Member Exchange Affects Knowledge Sharing Behavior: Understanding the Effects of Commitment and Employee Characteristics. Frontiers in Psychology, 10. doi:10.3389/fpsyg.2019.02768.

Yin, K., Li, D., Zhang, X., Dong, N., & Sheldon, O. J. (2023). The influence of the Big Five and Dark Triad personality constructs on knowledge sharing: A meta-analysis. Personality and Individual Differences, 214, 112353. doi:10.1016/j.paid.2023.112353.

Thi Chung, D., & Thi Tram Anh, P. (2022). Factors affecting knowledge sharing behaviour in public higher education institutions: An empirical study of Vietnam. Cogent Business & Management, 9(1), 2155002. doi:10.1080/23311975.2022.2155002.

Agyemang, F. G., & Boateng, H. (2019). Tacit knowledge transfer from a master to an apprentice among hairdressers. Education + Training, 61(1), 108–120. doi:10.1108/et-12-2017-0200.

Rahman, M. S., Mannan, M., Hossain, M. A., Zaman, M. H., & Hassan, H. (2018). Tacit knowledge-sharing behavior among the academic staff. International Journal of Educational Management, 32(5), 761–782. doi:10.1108/ijem-08-2017-0193.

Van Greunen, C., Venter, E., & Sharp, G. (2019). Knowledge-sharing intention in knowledge-intensive organisations: The influence of personality traits. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 28(2), 2-13. doi:10.10520/EJC-15f06edf4d.

Marbach, J., Lages, C. R., & Nunan, D. (2016). Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement. Journal of Marketing Management, 32(5–6), 502–525. doi:10.1080/0267257X.2015.1128472.

Moore, K., & Craciun, G. (2021). Fear of Missing Out and Personality as Predictors of Social Networking Sites Usage: The Instagram Case. Psychological Reports, 124(4), 1761–1787. doi:10.1177/0033294120936184.

Hair Jr, J., Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications, Thousand Oaks, United States.

Ringle, C. M., GGtz, O., Wetzels, M., & Wilson, B. (2009). On the Use of Formative Measurement Specifications in Structural Equation Modeling: A Monte Carlo Simulation Study to Compare Covariance-Based and Partial Least Squares Model Estimation Methodologies. SSRN Electronic Journal. doi:10.2139/ssrn.2394054.

Sarstedt, M., Ringle, C. M., Smith, D., Reams, R., & Hair, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105–115. doi:10.1016/j.jfbs.2014.01.002.

Gerlitz, J. Y., & Schupp, J. (2005). On the survey of Big Five-based personality traits in the SOEP. DIW Research Notes, 4, 10.1016. (In German).

Hung, S. Y., Lai, H. M., & Chou, Y. C. (2015). Knowledge-sharing intention in professional virtual communities: A comparison between posters and lurkers. Journal of the Association for Information Science and Technology, 66(12), 2494–2510. doi:10.1002/asi.23339.

Cho, H., Chen, M., & Chung, S. (2010). Testing an Integrative Theoretical Model of Knowledge-Sharing Behavior in the Context of Wikipedia. Journal of the American Society for Information Science and Technology, 61(6), 1198–1212. doi:10.1002/asi.21316.

Staples, D. S., & Webster, J. (2008). Exploring the effects of trust, task interdependence and virtualness on knowledge sharing in teams. Information Systems Journal, 18(6), 617–640. doi:10.1111/j.1365-2575.2007.00244.x.

Rovinelli, R.J. and Hambleton, R.K. (1977) On the Use of Content Specialists in the Assessment of Criterion-Referenced Test Item Validity. Tijdschrift Voor Onderwijs Research, 2, 49-60.

Ru-Zhue, J., Aujirapongpan, S., Songkajorn, Y., & Jiraphanumes, K. (2022). The effect of technological organization on cost innovation and value creation. Emerging Science Journal, 6(2), 322-336. doi:10.28991/ESJ-2022-06-02-09.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. doi:10.2307/3151312.

Van Oorschot, K. E., Solli-Sæther, H., & Karlsen, J. T. (2018). The knowledge protection paradox: Imitation and innovation through knowledge sharing. International Journal of Technology Management, 78(4), 310–342. doi:10.1504/IJTM.2018.095760.

Ul Ain Baig, N., & Waheed, A. (2016). Significance of factors influencing online knowledge sharing: a study of higher education in Pakistan. Pakistan Journal of Commerce and Social Sciences (PJCSS), 10(1), 1-26.

Shaukat, R., Ahmad, S., Naveed, M. A., & Ur Rehman, S. (2023). Impact of Personality Traits on Knowledge Sharing Behavior of Academicians: A Case of University of Sargodha, Punjab, Pakistan. SAGE Open, 13(1), 215824402311609. doi:10.1177/21582440231160984.

Pei-Lee, T., Chen, C. Y., Chin, W. C., & Siew, Y. Y. (2011). Do the big five personality factors affect knowledge sharing behaviour? A study of Malaysian Universities. Malaysian Journal of Library & Information Science, 16(1), 47-62.

Full Text: PDF

DOI: 10.28991/HEF-2023-04-02-04


  • There are currently no refbacks.

Copyright (c) 2023 Thadathibesra Phuthong