Impact of conscientiousness and extraversion on intention to use collaborative consumption: Special case of online taxis,

Document Type : Research Paper

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Management, Graduate School of Management and Economics, Sharif University of Technology, Tehran, Iran

10.22034/cbsj.2025.136116.2184

Abstract

Sharing economy, in particular, collaborative consumption has become popular in recent decades. Online Taxi, as an example of collaborative consumption, has also faced tremendous growth and a competitive market in Iran and the world. To attract and retain customers and keep their competitive edge, companies need to learn about consumers’ behaviour and their incentives. In this paper, we adopt the Self-Determination Theory and study the mechanism through which personality traits affect customers’ participation and engagement in collaborative consumption. We specifically focus on extroversion and conscientiousness as two different personality traits and see how these personality traits affect the consumers’ intention to participate in ride-hailing platforms through economic benefit incentives. In this practical study, we collected data through a survey targeting the statistical population of ride-hailing users in Tehran, employing the convenience sampling method. We analyzed 166 questionnaires using structural equation modeling. Our results demonstrate that conscientiousness significantly influences the intention to participate in collaborative consumption, both directly and through economic benefit. Additionally, the findings indicate that the impact of extraversion on consumers' intention to participate in collaborative consumption is not significant.

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