The Impacts of Consumer Personality Traits on Online Video Ads Sharing Intention

Abstract

Despite the increasing importance of advertisement sharing, research on the characteristics of people sharing advertisements with others is limited. This study examines the impacts of personality traits on online video advertising sharing intention (OVASI). The results show that extraversion, neuroticism, and openness to experience among big-five personality traits have positive impacts on OVASI. Particularly, the effect of extraversion on OVASI was positive and the largest among personality traits. Implications of the findings, as well as suggestions for further research, are discussed.