The current research tries to explore whether the two dimensions of the Big Five, conscientiousness and neuroticism, would affect information sharing intention, and discover the moderating effect of normative incentives and structural assurance. Two experimental studies find that the people with high conscientiousness tend to have higher information sharing intention, while the people with high neuroticism tend to have lower intention. Moreover, when the online brand community provides normative incentive, compared with the low conscientiousness group, people with high conscientiousness have higher information sharing intention; and when the community provides structural assurance, compared with low neuroticism group, people with high neuroticism have higher information sharing intention. These results can help online brand community managers get a better understanding of the difference among community members on information sharing intentions so that they can design and manage the community in a proper way to activate more information sharing behavior.