Purpose

The biggest obstacle to the sustainable development of online brand communities is social loafing. Based on 3M Hierarchical Model of Personality, this paper aims to discuss the influence of the Big Five on social loafing in online brand communities, and consider the mediating role of dehumanization from the perspective of moral disengagement theory, so as to alleviate social loafing and promote the sustainable development of online brand communities.

Design/methodology/approach

The data were collected utilizing the online self-report questionnaires. Community members of mobile phone brands represented by HUAWEI and Xiaomi completed the questionnaire sets. Based on the responses of 214 participants, a structural equation modeling was applied to examine the relationship between Big Five on social loafing in online brand communities. Later, bootstrap analysis was used to further explore the indirect effect of dehumanization.

Findings

Only two personality traits, neuroticism and extroversion, have direct effect on social loafing, while agreeableness, conscientiousness and openness not. However, all the Big Five personality traits can indirectly influence social loafing through dehumanization.

Originality/value

This study introduces the concept of social loafing into online brand communities, and analyzes social loafing from the unique research perspective of moral disengagement theory, which can not only contribute to the development of moral disengagement theory and social loafing theory but also provide guiding points for relieving social loafing in online brand communities.

中文翻译：

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在线品牌社区中的社交闲散：个性和非人化的作用

目的

在线品牌社区可持续发展的最大障碍是社交闲散。本文基于 3M 人格分层模型，探讨五巨头对网络品牌社区中社交游荡的影响，并从道德脱离理论的角度考虑非人化的中介作用，以缓解社交游荡，促进社会游荡。在线品牌社区的可持续发展。

设计/方法/方法

数据是使用在线自我报告问卷收集的。以华为、小米为代表的手机品牌社区成员完成了问卷集。根据 214 名参与者的回答，应用结构方程模型来检验五巨头与在线品牌社区中社交闲散之间的关系。后来，自举分析被用来进一步探索非人化的间接影响。

发现

只有神经质和外向这两种人格特质对社交闲散有直接影响，而随和、尽责和开放则没有。然而，所有大五人格特质都可以通过非人化间接影响社会懒惰。

原创性/价值

本研究将社会游荡的概念引入网络品牌社区，从道德脱离理论的独特研究视角对社会游荡进行分析，不仅有助于道德脱离理论和社会游荡理论的发展，也为缓解社会游荡提供了指导意义。在线品牌社区中的社交闲散。