How Personality Traits and Social Capital Influenced Knowledge Sharing and Virtual Community Loyalty
In the present era, the usability and popularity of the Internet grew rapidly. It also changes the nature of human social interaction so that we can connect with many individuals, whether they are from all over the world or to strangers (Guadagno, Okdie and Eno, 2008). With the revolution caused by the Internet, the unprecedented proliferation of virtual communities around the world (Fernback, 1999; Hiltz and Wellman, 1997), the rapid exchange of information and knowledge within the virtual community has greatly changed our lives. Today, with the rapid development of Internet communication technology, a large number of virtual communities continue to emerge, including Facebook, microblogging, line, micro letter or Instagram. In this study, questionnaires were issued with the users who had the function of Facebook. Then, this study uses structural equation modeling (SEM) for data analysis and verification. The results showed that Agreeableness between personality traits and social capital had a significant positive effect, but the remaining four of personality traits had no significant effect. Social interaction in social capital has a significant positive impact on knowledge sharing, but shared value and identity trust in social capital have no significant impact on knowledge sharing. In terms of virtual community loyalty, the shared value of social capital, identity trust and knowledge sharing have a significant positive impact on virtual community loyalty. And provide research recommendations and management implications, to provide academic and practical reference.
Keywords - Personality traits, Social capital, Knowledge sharing, Virtual community loyalty