Year: 2014
Type: article
Study design: Observational Study
Abstract: This paper investigates the relationship between personality traits and their Information Technology (IT) adoption. The study used the Five Factor Model (FFM) to assess the personality of individual users who adopt social networking technologies using their mobile devices. This research is conducted among 320 social networking users in Thailand. Based on the theoretical background of Technology AcceptanceModel (TAM) and FFM, a conceptual model is developed and empirically tested. The study found that extraversion, agreeableness are positively and significantly influenced social networking behavior. The results also reveal that neuroticism and conscientiousness are negatively associated with social networking behavior. The results of the study will help the marketers to identify target segments and implement communication tools moreeffectively over social networking sites.
Authors: Tipa Sriyabhand, Surej P. John
Institution: Assumption University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W1831800075