Figure 1
The conceptual framework illustrates how the Big Five personality traits influence co-production and the strength of consumer-firm relationships through social commerce interactivity. Social commerce interactivity is divided into consumer-consumer and consumer-seller interaction. Arrows indicate direct effects of personality traits on social commerce interactivity and co-production, as well as indirect effects through the level of social media use. Co-production enhances the strength of the consumer-firm relationship, while social media use moderates interactions between personality traits, interactivity, and co-production.The proposed research model
Source: Authors’ own work