An Empirical Study about the Role of Personality Traits in Information Technology Adoption
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Keywords:
Social Networking Sites Five Factor Model Information Technology Adoption Technology Acceptance Model Structural Equation Modeling
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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.
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References
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Al-hawari, M. A. and Mouakket, S. (2010) The influence of technology acceptance model (TAM ) factors on students’ e-satisfaction and e-retention within the context of UAE e-learning. Education, Business and Society: Contemporary Middle Eastern Issues 3(4): 299-314.
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Amichai-Hamburger, Y. and Vinitzky, G. (2010) Social network use and personality. Computers in Human Behavior 26(6): 1289-1295.
Anderson, C., John, O. and Keltner, D. (2001) Who attains social status? Effects of personality and physical attractiveness in social groups. Journal of Personality and Social Psychology 81(1): 116-132.
Asendorpf, J. B. and Wilpers, S. (1998) Personality effects on social relationships. Journal of Personality and Social Psychology 74(6): 1531-1544.
Barrick, M. R., Mount, M. K., and Judge, T. A. (2001) Personality and Performance at the Beginning of the New Millennium: What Do We Know and Where Do We Go Next? Personality and Performance 9(1/2).
Boyd, D. M. and Ellison, N. B. (2008) Social Network Sites : Definition , History, and Scholarship. Journal of Computer-Mediated Communication 13: 210-230.
Buchanan, T., Johnson, J. A. and Goldberg, L. R. (2005) Implementing a five-factor personality inventory for use on the internet. European Journal of Psychological Assessment 21(2): 116-128.
Butt, S. and Phillips, J. G. (2008) Personality and self reported mobile phone use. Computers in Human Behavior 24(2): 346-360.
Cha, J. (2011) Exploring the Internet as a Unique Shopping Channel to Sell Both Real and Virtual Items: a Comparison of Factors Affecting Purchase Intention and Consumer Characteristics. Journal of Electronic Commerce Research 12(2): 115-132.
Chen, T. (2011) Personality Traits Hierarchy of Online Shoppers. International Journal of Marketing Studies 3(4): 23-40.
Costa, P. T. and McCrae, R. R. (1992) Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological Assessment 4(1): 5-13.
Costa, P. T. and McCrae, R. R. (1995a) Domains and Facets: Hierarchical Personality Assessment Using the Revised NEO Personality Inventory. Journal of Personality Assessment 64(1): 21-50.
Costa, P. T. and McCrae, R. R. (1995b) Primary traits of Eysenck’s P-E-N system: Three- and five-factor solutions. Journal of Personality and Social Psychology 69(2): 308-317.
Davis, F. D. (1985) A technology Acceptance Model for empirically testing new end user Information Systems: Theory and Results.
Davis, F. D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly (September): 319-340.
Devaraj, S. and Easley, R. (2008) How does personality matter? Relating the five-factor model to technology acceptance and use. Information Systems Research 19(1): 93-105.
Digman, J. (1990) Personality structure: Emergence of the five-factor model. Annual Review of Psychology 41: 417-440.
Eysenck, H. J. (1990) Biological dimensions of personality. In Handbook of personality: Theory and research (pp.244-276). Pervin, Lawrence A. (Ed).
Finin, T., Ding, L., Zhou, L., and Joshi, A. (2005) Social networking on the semantic web. The Learning Organization 12(5): 418-435.
Fishbein, M. and Ajzen, I. (1975) Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Pub. Co. (Reading, Mass).
Gefen, D., Karahanna, E., and Straub, D. W. (2003) Trust and TAM in online shopping. MIS Quarterly 27(1): 51-90.
Guadagno, R. E., Okdie, B. M. and Eno, C. A. (2007) Who blogs? Personality predictors of blogging. Computers in Human Behavior 1–12. doi:10.1016/j.chb.2007.09.001
Heinström, J. (2003) Five personality dimensions and their influence on information behaviour. Information Research 9(1).
Hogg, T. (2010) Inferring Preference Correlations from Social Networks. Electronic Commerce Research and Applications 9: 1-22.
Hsiao, K. (2011) Why internet users are willing to pay for social networking services. Online Information Review 35(5).
Huang, J., Lin, Y. and Chuang, S. (2007) perspective of the extended technology acceptance model Elucidating user behavior of mobile learning A perspective of the extended technology.
Keenan, A. and Shiri, A. (2009) Sociability and social interaction on social networking websites. Library Review 58(6): 438-450.
Khalifa, M. and Shen, K. N. (2004) Explaining the adoption of transactional B2C mobile commerce. Journal of Enterprise Information Management 21(2): 110-124.
Kline, R. B. (2010) Principles and Practice of Structural Equation Modeling (Third Edit.). Guilford press.
Koufaris, M. (2002) Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research 13(2): 205-223.
Landers, R. N. and Lounsbury, J. W. (2006) An investigation of Big Five and narrowpersonality traits in relation to Internet usage. Computers in Human Behavior 22(2): 283-293.
Leng, G. S., Lada, S. and Muhammad, M. (2011) An exploration of Social Networking Sites (SNS) adoption in Malaysia using Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB) and Intrinsic motivation. Journal of Internet Banking and Commerce 16(2).
Lorenzo-Romero, C., Constantinides, E., and Alarcón-del-Amo, M. C. (2011) Consumer adoption of social networking sites: implications for theory and practice. Journal of Research in Interactive Marketing 5(2/3): 170-188.
Marcus, B., Machilek, F. and Schütz, A. (2006) Personality in cyberspace: personal Web sites as media for personality expressions and impressions. Journal of Personality and Social Psychology 90(6): 1014-31.
McCrae, R. R. (1996) Social consequences of experiential openness. Psychological Bulletin 120(3): 323-337.
Menner, R. J. (1936) Trait-Names, a Psycho-Lexical study by Gordon W. Allport;Henry S. Odbert-Review. American Speech 11(3): 259-260.
Mital, M. and Sarkar, S. (2011) Multihoming behavior of users in social networking web sites : a theoretical model. Information Technology & People 24(4): 378-392.
Pavlou, P. (2003) Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce 7(3): 69-103.
Perez Perez, M., Martınez Sanchez, A. and Carnicer, P. D. L. (2004) A technology acceptance model of innovation adoption: the case of teleworking. European Journal of Innovation Management 7(4): 280-291.
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H. and Pahnila, S. (2004) Consumer acceptance of online banking: An extension of the technology acceptance model. Internet Research 14(3).
Pinho, J. C. M. R. and Soares, A. M. (2011) Examining the technology acceptance model in the adoption of social networks. Journal of Research in Interactive Marketing 5(2/3): 116-129.
Russell, D. W., Booth, B., Reed, D., and Laughlin, P. R. (1997) Personality, Social Networks, and Perceived Social Support among Alcoholics: A Structural Equation Analysis. Journal of Personality 65(3): 649-692.
Subrahmanyam, K., Reich, S. M., Waechter, N., and Espinoza, G. (2008) Online and offline social networks: Use of social networking sites by emerging adults. Journal of Applied Developmental Psychology 29(6): 420-433.
Tikkanen, H., Hietanen, J., Henttonen, T. and Rokka, J. (2009) Exploring virtual worlds: success factors in virtual world marketing. Management Decision 47(8): 1357-1381.
Venkatesh, V. and Davis, F. D. (2000) A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science 46(2): 186-204.
Vishwanath, A. (2005) Impact of personality on technology adoption: An empirical model. Journal of the American Society for Information Science and Technology 56(8): 803-811.
Wanberg, C. R., Kanfer, R. and Banas, J. T. (2000) Predictors and outcomes of networking intensity among unemployed job seekers. Journal of Applied Psychology 85(4): 491-504.
Wang, Y., Wang, Y., and Lin, H. (2003) Determinants of user acceptance of Internet banking : an empirical study. International Journal of Service Industry Management 14(5): 501-519.
Wehrli, S. (2008) Personality on social network sites: An application of the five factor model. ETH Zurich, Sociology Working Paper (7).
Wixom, B. H. and Todd, P. A. (2005) A Theoretical Integration of User Satisfaction and Technology Acceptance. Information Systems Research 16(1) 85-102.
Wolff, H. G. and Kim, S. (2012) The relationship between networking behaviors and the Big Five personality dimensions. Career Development International 17(1): 43-66.
Wyatt, K. and Phillips, J. G. (2005) Internet use and misuse in the workplace. In Proceedings of OZCHI 2005, Canberra, Australia (pp. 1-4).
Al-hawari, M. A. and Mouakket, S. (2010) The influence of technology acceptance model (TAM ) factors on students’ e-satisfaction and e-retention within the context of UAE e-learning. Education, Business and Society: Contemporary Middle Eastern Issues 3(4): 299-314.
Allport, G. W. and Odbert, H. S. (1936) Trait-names: A psycho-lexical study. Psychological Monographs 47(1).
Amichai-Hamburger, Y. and Vinitzky, G. (2010) Social network use and personality. Computers in Human Behavior 26(6): 1289-1295.
Anderson, C., John, O. and Keltner, D. (2001) Who attains social status? Effects of personality and physical attractiveness in social groups. Journal of Personality and Social Psychology 81(1): 116-132.
Asendorpf, J. B. and Wilpers, S. (1998) Personality effects on social relationships. Journal of Personality and Social Psychology 74(6): 1531-1544.
Barrick, M. R., Mount, M. K., and Judge, T. A. (2001) Personality and Performance at the Beginning of the New Millennium: What Do We Know and Where Do We Go Next? Personality and Performance 9(1/2).
Boyd, D. M. and Ellison, N. B. (2008) Social Network Sites : Definition , History, and Scholarship. Journal of Computer-Mediated Communication 13: 210-230.
Buchanan, T., Johnson, J. A. and Goldberg, L. R. (2005) Implementing a five-factor personality inventory for use on the internet. European Journal of Psychological Assessment 21(2): 116-128.
Butt, S. and Phillips, J. G. (2008) Personality and self reported mobile phone use. Computers in Human Behavior 24(2): 346-360.
Cha, J. (2011) Exploring the Internet as a Unique Shopping Channel to Sell Both Real and Virtual Items: a Comparison of Factors Affecting Purchase Intention and Consumer Characteristics. Journal of Electronic Commerce Research 12(2): 115-132.
Chen, T. (2011) Personality Traits Hierarchy of Online Shoppers. International Journal of Marketing Studies 3(4): 23-40.
Costa, P. T. and McCrae, R. R. (1992) Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological Assessment 4(1): 5-13.
Costa, P. T. and McCrae, R. R. (1995a) Domains and Facets: Hierarchical Personality Assessment Using the Revised NEO Personality Inventory. Journal of Personality Assessment 64(1): 21-50.
Costa, P. T. and McCrae, R. R. (1995b) Primary traits of Eysenck’s P-E-N system: Three- and five-factor solutions. Journal of Personality and Social Psychology 69(2): 308-317.
Davis, F. D. (1985) A technology Acceptance Model for empirically testing new end user Information Systems: Theory and Results.
Davis, F. D. (1989) Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly (September): 319-340.
Devaraj, S. and Easley, R. (2008) How does personality matter? Relating the five-factor model to technology acceptance and use. Information Systems Research 19(1): 93-105.
Digman, J. (1990) Personality structure: Emergence of the five-factor model. Annual Review of Psychology 41: 417-440.
Eysenck, H. J. (1990) Biological dimensions of personality. In Handbook of personality: Theory and research (pp.244-276). Pervin, Lawrence A. (Ed).
Finin, T., Ding, L., Zhou, L., and Joshi, A. (2005) Social networking on the semantic web. The Learning Organization 12(5): 418-435.
Fishbein, M. and Ajzen, I. (1975) Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Pub. Co. (Reading, Mass).
Gefen, D., Karahanna, E., and Straub, D. W. (2003) Trust and TAM in online shopping. MIS Quarterly 27(1): 51-90.
Guadagno, R. E., Okdie, B. M. and Eno, C. A. (2007) Who blogs? Personality predictors of blogging. Computers in Human Behavior 1–12. doi:10.1016/j.chb.2007.09.001
Heinström, J. (2003) Five personality dimensions and their influence on information behaviour. Information Research 9(1).
Hogg, T. (2010) Inferring Preference Correlations from Social Networks. Electronic Commerce Research and Applications 9: 1-22.
Hsiao, K. (2011) Why internet users are willing to pay for social networking services. Online Information Review 35(5).
Huang, J., Lin, Y. and Chuang, S. (2007) perspective of the extended technology acceptance model Elucidating user behavior of mobile learning A perspective of the extended technology.
Keenan, A. and Shiri, A. (2009) Sociability and social interaction on social networking websites. Library Review 58(6): 438-450.
Khalifa, M. and Shen, K. N. (2004) Explaining the adoption of transactional B2C mobile commerce. Journal of Enterprise Information Management 21(2): 110-124.
Kline, R. B. (2010) Principles and Practice of Structural Equation Modeling (Third Edit.). Guilford press.
Koufaris, M. (2002) Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research 13(2): 205-223.
Landers, R. N. and Lounsbury, J. W. (2006) An investigation of Big Five and narrowpersonality traits in relation to Internet usage. Computers in Human Behavior 22(2): 283-293.
Leng, G. S., Lada, S. and Muhammad, M. (2011) An exploration of Social Networking Sites (SNS) adoption in Malaysia using Technology Acceptance Model (TAM), Theory of Planned Behaviour (TPB) and Intrinsic motivation. Journal of Internet Banking and Commerce 16(2).
Lorenzo-Romero, C., Constantinides, E., and Alarcón-del-Amo, M. C. (2011) Consumer adoption of social networking sites: implications for theory and practice. Journal of Research in Interactive Marketing 5(2/3): 170-188.
Marcus, B., Machilek, F. and Schütz, A. (2006) Personality in cyberspace: personal Web sites as media for personality expressions and impressions. Journal of Personality and Social Psychology 90(6): 1014-31.
McCrae, R. R. (1996) Social consequences of experiential openness. Psychological Bulletin 120(3): 323-337.
Menner, R. J. (1936) Trait-Names, a Psycho-Lexical study by Gordon W. Allport;Henry S. Odbert-Review. American Speech 11(3): 259-260.
Mital, M. and Sarkar, S. (2011) Multihoming behavior of users in social networking web sites : a theoretical model. Information Technology & People 24(4): 378-392.
Pavlou, P. (2003) Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce 7(3): 69-103.
Perez Perez, M., Martınez Sanchez, A. and Carnicer, P. D. L. (2004) A technology acceptance model of innovation adoption: the case of teleworking. European Journal of Innovation Management 7(4): 280-291.
Pikkarainen, T., Pikkarainen, K., Karjaluoto, H. and Pahnila, S. (2004) Consumer acceptance of online banking: An extension of the technology acceptance model. Internet Research 14(3).
Pinho, J. C. M. R. and Soares, A. M. (2011) Examining the technology acceptance model in the adoption of social networks. Journal of Research in Interactive Marketing 5(2/3): 116-129.
Russell, D. W., Booth, B., Reed, D., and Laughlin, P. R. (1997) Personality, Social Networks, and Perceived Social Support among Alcoholics: A Structural Equation Analysis. Journal of Personality 65(3): 649-692.
Subrahmanyam, K., Reich, S. M., Waechter, N., and Espinoza, G. (2008) Online and offline social networks: Use of social networking sites by emerging adults. Journal of Applied Developmental Psychology 29(6): 420-433.
Tikkanen, H., Hietanen, J., Henttonen, T. and Rokka, J. (2009) Exploring virtual worlds: success factors in virtual world marketing. Management Decision 47(8): 1357-1381.
Venkatesh, V. and Davis, F. D. (2000) A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies. Management Science 46(2): 186-204.
Vishwanath, A. (2005) Impact of personality on technology adoption: An empirical model. Journal of the American Society for Information Science and Technology 56(8): 803-811.
Wanberg, C. R., Kanfer, R. and Banas, J. T. (2000) Predictors and outcomes of networking intensity among unemployed job seekers. Journal of Applied Psychology 85(4): 491-504.
Wang, Y., Wang, Y., and Lin, H. (2003) Determinants of user acceptance of Internet banking : an empirical study. International Journal of Service Industry Management 14(5): 501-519.
Wehrli, S. (2008) Personality on social network sites: An application of the five factor model. ETH Zurich, Sociology Working Paper (7).
Wixom, B. H. and Todd, P. A. (2005) A Theoretical Integration of User Satisfaction and Technology Acceptance. Information Systems Research 16(1) 85-102.
Wolff, H. G. and Kim, S. (2012) The relationship between networking behaviors and the Big Five personality dimensions. Career Development International 17(1): 43-66.
Wyatt, K. and Phillips, J. G. (2005) Internet use and misuse in the workplace. In Proceedings of OZCHI 2005, Canberra, Australia (pp. 1-4).