Authors

• Hatef Falahati ¹
• Somayeh Salehi ²

¹ MA, Business Management, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran.

² Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran.

Abstract

The aim of this study was to evaluate the effect of mediating the role of motivation in the relationship between personality traits and intention to digital autopreneurship on Instagram. In terms of method, it is a descriptive survey correlation with the nature of the application and in terms of cross-sectional time. The statistical population of this study Includes influencer and active people pages on Instagram from various fields network, 275 people were selected as the statistical sample by the convenience sampling method. The research measurement tool was a researcher-made questionnaire for the variables of personality dimensions, intrinsic and extrinsic motivation, and digital autopreneurship. The validity of the questionnaires was done by the face and content method and to determine its reliability, Cronbach's alpha was calculated which was estimated at 0.965. Data analysis was performed using Spss23 and Smart Pls3 software. The results showed that personality traits have an effect on the Intention to digital autopreneurship. Also, the mediating role of extrinsic motivation in the relationship between personality traits and Intention to digital autopreneurship was also confirmed; But the mediating role of intrinsic motivation in the relationship between personality traits and Intention to digital autopreneurship was rejected. In the continuation of this research, it is recommended to pay attention to personality traits and extrinsic motivations in order to Increasing People’s Intention to digital autopreneurship.

Keywords

• Autopreneurship
• Personality Traits
• Intrinsic Motivation
• Extrinsic Motivation