An Empirical Study about the Role of Personality Traits in Information Technology Adoption
An Empirical Study about the Role of Personality Traits in Information Technology Adoption
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2014
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eng
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application/pdf
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24 pages
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Silpakorn University Journal of Social Sciences, Humanities, and Arts Vol.14(2) : 69-92, 2014
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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 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.