Personality-driven participation in digital platforms: evidence from reinforcement sensitivity theory

Sami Kajalo and Jia Song

Journal of Electronic Business & Digital Economics, 2026, vol. 5, issue 1, 3-18

Abstract: PurposeWe investigate why some people lean into platform-mediated collaborative consumption while others hold back. Using reinforcement sensitivity theory (RST), we examine how the behavioural activation system (BAS) and behavioural inhibition system (BIS) relate to perceived enjoyment, economic value, sustainability and social recognition – and how those perceptions shape attitudes and intentions to participate.Design/methodology/approachWe surveyed 302 US consumers who are familiar with services such as Airbnb and Uber. Established scales captured BAS/BIS and perceived platform benefits. Analyses followed a two-step structural equation modelling procedure in AMOS: confirmatory factor analysis and then the structural model.FindingsBAS consistently predicted stronger perceived benefits – especially enjoyment, economic value and sustainability – and, more modestly, social recognition. BIS added little explanatory power overall, aside from a weak association with social recognition. Enjoyment, economic value and sustainability were each linked to more favourable attitudes, which strongly predicted participation intentions.Practical implicationsTo attract high-BAS users, enjoyable experiences, savings and sustainability are emphasised. High-BIS users respond better to risk reduction: clear policies, privacy safeguards and credible feedback systems. Tailoring communication and design to these profiles can support adoption and retention. In practice, platforms can design messages and features that build trust for cautious users and highlight enjoyment and value for those who seek positive experiences.Originality/valueThe study links personality psychology to digital-platform participation. Applying RST in an electronic-business setting shows how motivational differences help explain heterogeneity in user perceptions and behaviour.

Keywords: Digital platforms; Electronic business; Digital economy; Sharing economy; Collaborative consumption; Participation; Personality; BIS/BAS; Reinforcement sensitivity theory; Trust; Platform design; Structural equation modelling (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jebdep:jebde-09-2025-0088

DOI: 10.1108/JEBDE-09-2025-0088

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