ﺗﻮﺳﻌﻪ ﻣﺪل ﺳﺎﺧﺘﺎري ﺗﺎﺛﯿﺮ ﺧﺼﯿﺼﻪﻫﺎي ﺷﺨﺼﯿﺘﯽ ﺑﺮ ﻗﺼﺪ ﺑﻪ اﺷﺘﺮاك ﮔﺬاري اﻃﻼﻋﺎت در وبﺳﺎﯾﺖﻫﺎي ﺗﺠﺎري: ﻧﻘﺶ ﺗﻌﺪﯾﻞﮔﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﻮد اﻇﻬﺎري

structural model of the impact of personality traits on intention to share information on commercial websites: The moderating role of self- disclosure tendency

ﻫﺪف ﮐﻠﯽ ﺗﺤﻘﯿﻖ ﺣﺎﺿﺮ ﺗﺒﯿﯿﻦ راﺑﻄﻪ ﺧﺼﯿﺼﻪﻫﺎي ﺷﺨﺼﯿﺘﯽ و ﻗﺼﺪ ﺑﻪ اﺷﺘﺮاك ﮔﺬاري اﻃﻼﻋﺎت در وب ﺳﺎﯾﺖﻫﺎي ﺗﺠﺎري ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ ﺗﻌﺪﯾﻞﮔﺮ ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﻮداﻇﻬﺎري ﮐﺎرﺑﺮان ﻣﯽﺑﺎﺷﺪ. روش ﺗﺤﻘﯿﻖ ﺗﻮﺻﯿﻔﯽ- ﻫﻤﺒﺴﺘﮕﯽ و از ﻧﻮع ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري اﯾﻦ ﭘﮋوﻫﺶ را داﻧﺸﺠﻮﯾﺎن داﻧﺸﮕﺎهﻫﺎي دوﻟﺘﯽ اﺳﺘﺎن ﮐﺮﻣﺎن ﺗﺸﮑﯿﻞ ﻣﯽدﻫﻨﺪ. ﺑﺎ اﺳﺘﻔﺎده از ﻓﺮﻣﻮل ﮐﻮﮐﺮان، ﺣﺠﻢ ﻧﻤﻮﻧﻪ ﺑﺮاي اﻧﺠﺎم اﯾﻦ ﭘﮋوﻫﺶ 160 ﻧﻔﺮ ﺗﻌﯿﯿﻦ ﺷﺪ. ﻧﻤﻮﻧﻪﮔﯿﺮي ﺑﻪ روش ﺗﺼﺎدﻓﯽ ﻃﺒﻘﻪاي اﻧﺠﺎم ﺷﺪ و ﺑﺮاي ﺟﻤﻊآوري دادهﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﻔﺎده ﺷﺪ. ﭘﺎﯾﺎﯾﯽ و رواﯾﯽ اﺑﺰار ﺗﺤﻘﯿﻖ ﺑﺎ ﻣﺤﺎﺳﺒﻪ آﻟﻔﺎيﮐﺮوﻧﺒﺎخ، ﭘﺎﯾﺎﯾﯽ ﺗﺮﮐﯿﺒﯽ و ﻣﯿﺎﻧﮕﯿﻦ وارﯾﺎﻧﺲ ﺗﺒﯿﯿﻦﺷﺪه ارزﯾﺎﺑﯽ و ﺗﺎﺋﯿﺪ ﺷﺪ و رواﯾﯽ ﻣﺤﺘﻮاﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ ﺗﻮﺳﻂ اﺳﺘﺎدان و ﺧﺒﺮﮔﺎن آﺷﻨﺎ ﺑﻪ ﻣﻮﺿﻮع ﺗﺎﯾﯿﺪ ﺷﺪ. دادهﻫﺎ ﭘﺲ از ﺟﻤﻊآوري، ﺑﺎ ﻧﺮماﻓﺰار آﻣﺎري اﯾﻤﻮس و ﭘﯽالاس ﺗﺤﻠﯿﻞ ﺷﺪ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﺧﺼﯿﺼﻪﻫﺎي ﺷﺨﺼﯿﺘﯽ و ﻣﻮﻟﻔﻪﻫﺎي آن )اﻗﺘﺪارﮔﺮاﯾﯽ، ﻋﺰت ﻧﻔﺲ، ﮐﺎﻧﻮن ﮐﻨﺘﺮل و ﺳﺎزﮔﺎري( ﺑﺮ ﻗﺼﺪ ﺑﻪ اﺷﺘﺮاك ﮔﺬاري اﻃﻼﻋﺎت ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداري دارﻧﺪ و ﺗﻤﺎﯾﻞ ﺑﻪ ﺧﻮد اﻇﻬﺎري در اﯾﻦ ارﺗﺒﺎط ﻧﻘﺶ ﺗﻌﺪﯾﻞﮐﻨﻨﺪﮔﯽ دارد.

In recent years, the ability of commercial websites, as a medium for communication and media for people from all parts of the world to gather in a virtual realm and to share new ideas, has created a fundamentalist change in the field of information sharing. Hence, the general purpose of this study is to explain the relationship between personality characteristics and intention to share information on commercial websites due to the moderating role of self-declared in users. The research method is descriptive-correlation and structural equation type. The population of the study consists of students of public universities in Kerman province. Using Cochran formula, the sample size was determined for this study 160 people. The stratified random sampling method was used to collect data. Reliability and validity of the research tools were evaluated and confirmed by calculating Cronbach's alpha, combined reliability and mean variance, and content validity of the questionnaires were confirmed by professors and experts familiar with the subject. The collected data were analyzed by SPSS software and Chi-up. The results showed that personality traits and its components (authoritarianism, self-esteem, locus of control and adaptability) have a positive and significant impact on the intention of sharing the information and the tendency to self-declared is a moderating role in this communication.