Consumer Personality and Knowledge Sharing Behavior on E-marketplace Platforms: The Mediating Roles of Subjective Well-being and Trust for Tosakan Nakas Herbal Inhaler and Herbal Balm Products, SCG Grand Martech Co., Ltd.

Abstract

This quantitative study aims to analyze the direct and indirect influences of consumer personality on knowledge-sharing behavior regarding Tosakan Nakas brand herbal inhaler and herbal balm products on e-marketplace platforms, with subjective well-being and trust as mediating variables. The sample consisted of 320 consumers who had previously purchased or used these products through e-marketplace platforms. Data were collected via a questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Extraversion and Openness to Experience personalities have a positive influence on both trust and subjective well-being, while Neuroticism has a negative influence on both mediating variables. Furthermore, both trust and subjective well-being positively influence knowledge-sharing behavior. Certain personality traits were also found to have an indirect effect on knowledge-sharing behavior via these mediating variables on e- marketplace platforms.