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An Empirical Study about the Role of Personality Traits in Information Technology Adoption

by Tipa Sriyabhand; John, Surej P.

Title:

An Empirical Study about the Role of Personality Traits in Information Technology Adoption

Author(s):

Tipa Sriyabhand
John, Surej P.

Issued date:

2014

Citation:

Silpakorn University Journal of Social Sciences, Humanities, and Arts Vol.14(2) : 69-92, 2014

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 Acceptance Model (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 more effectively over social networking sites.

Keyword(s):

Social networking sites
Five factor model
Information technology adoption
Technology acceptance model
Structural equation modeling

Resource type:

Article

Extent:

24 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights holder(s):

Tipa Sriyabhand
John, Surej P.

URI:

http://repository.au.edu/handle/6623004553/21196
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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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