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The purpose of this paper is to explore how the Big-Five model of personality traits relates to the use of multiple internet functions and test if the relationship differs by gender, age, and education.

To test the research questions, this study uses data from a large-scale survey of 9,479 Korean media users. Poisson’s regression is applied to model the count data, which accounts for the number of internet functions used. In the regression models, the first block entered is socio-demographics followed by a second block including personality traits.

Results indicate that openness to experience and conscientiousness are positively related to using multiple internet functions, whereas emotional stability has a negative relationship. The findings differed depending on age and education. The younger age cohort, with higher levels of conscientiousness and extraversion, are likely to use more internet functions. In addition, the relationship between conscientiousness and using multiple internet functions is relevant for users with higher education levels.

The present paper is the first that uses multiple internet functions as a critical variable to study individual difference factors. Overall, this study provides evidence that individual difference factors such as socio-demographics and personality traits have a strong role to play in internet research.

Smartphone multitasking behavior has become prevalent in our daily lives, yet factors influencing smartphone multitasking behavior have not been fully investigated. This study aimed to examine the roles of a set of demographic, personality and motivational factors on smartphone multitasking behavior, and how these factors were related to general and application-specific types of smartphone multitasking behavior.

A cross-sectional study was conducted in which 2,659 smartphone users were invited to complete an online survey on smartphone multitasking behavior. Hierarchical multiple regression analyses were used to examine the roles of demographic, personality and motivational factors on smartphone multitasking behavior.

The results showed that, in general, demographic factors, such as gender, age, occupation status, education and smartphone usage time significantly predicted smartphone multitasking behavior. People characterized by agreeableness, extraversion, neuroticism and openness to experience were more likely to multitask with smartphones. Information seeking, efficiency and habit motivations were identified as major motivational factors for smartphone multitasking behavior. The roles of demographic, personality and motivational factors differed much across varied types of application-specific smartphone multitasking behavior.

This study extends and advances the literature on media multitasking, smartphone multitasking in particular, by identifying a set of demographic, personality and motivational factors as antecedents of smartphone multitasking behavior. In addition, this study revealed the differentiated roles of the above-mentioned factors across varied types of smartphone application usages. The findings provide important implications for practitioners to tailor smartphone applications and services to different target smartphone users and use situations.

Considering that users’ information privacy concerns may affect the development of e-commerce, the purpose of this paper is to explore what drives internet users’ willingness to provide personal information; further, the paper examines how extrinsic rewards moderate the relationship between users’ information privacy concerns and willingness to provide personal information.

Data collected from 345 valid internet users in the context of electronic commerce were analyzed using the partial least squares approach.

The result showed that agreeableness, risk-taking propensity and experience of privacy invasion were three main antecedents of information privacy concerns among the seven individual factors. Additionally, information privacy concerns did not significantly affect users’ willingness to provide personal information in the privacy calculation mechanism; however, extrinsic rewards directly affected users’ disclosure intention. The authors found that extrinsic rewards had not moderated the relationship between users’ information privacy concerns and their willingness to provide personal information.

This study is an exploratory effort to develop and validate a model for explaining why internet users were willing to provide personal information. The results of this study are helpful to researchers in developing theories of information privacy concerns and to practitioners in promoting internet users’ willingness to provide personal information in an e-commerce context.

Cyberloafing is the personal use of internet while at work. The purpose of this paper is to identify the factors affecting cyberloafing between public and private sector organizations.

This study uses the multiple motivational factors with the help of a theoretical paradigm, renowned as theory of interpersonal behavior (TIB). Data were collected through questionnaire to investigate the different behavioral factors between the public and private sector organizations. PLS path modeling and PLS-MGA are used to access the results on SMARTPLS 2.0 software.

Results show that the three factors of habit, intention, and social influences taken from the TIB model are important and have a higher path coefficient in a public sector organization setting. The factors of affect, facilitating condition and perceived consequences from TIB are greater in a private sector organization and have a higher path coefficient. By contrast, in multiple group analysis, results show that some factors are more predictive of cyberloafing behavior in a public sector organization, whereas other factors are more predictive for a private sector organization.

The findings of the current research are beneficial for both organizations and contribute toward policy-making decisions. These results help the managers of public and private sector organizations to decide how to control cyberloafing behavior by focusing on the important factors that lead to it.

This study shows strong and significant differences between the two types of organizations in terms of path coefficient. This implies that cyberloafing factors have different impacts on different organizations. The study fills an important gap in comparing public and private sector organizations with respect to cyberloafing behavior and clarifying which factors are more effective in predicting cyberloafing behavior according to type of organization. The paper is of great value for both kinds of organizations that face cyberloafing behavior issues.

The purpose of this paper is to develop a scale to measure the level of cyber human values based on the behaviors of social media users in cyberspace.

The paper is based on a scale-development process by following a systematic approach. First, the current scales were examined; following this, focus group interviews were held; next, an item pool was formed; and the validity and reliability of the items were tested. The validity and reliability studies of the scale were conducted with 1,495 social media users. An application on Facebook was used to collect the data.

As a result of the validity study, 25 items under five factors were obtained. These factors were being peaceful, truth, solidarity, respect and tolerance. The items obtained were capable of discriminating the individuals in terms of the features to be measured by the scale. In addition, the scale was confirmed to measure correctly the structure obtained in line with the fit indices. The internal consistency coefficient of the scale was 0.90 and split-half reliability coefficient was 0.88.

The sample has several limitations. Most of the participants were male and the data were collected on social media. Thus, to enhance the validity and reliability of the scale, further in-depth qualitative and cross-cultural studies should be examined.

This study could provide convenience for practitioners about how to diagnose the cyber human values of the internet users in cyberspace.

It was concluded that this scale was valid, reliable and beneficial to measure social media users’ levels of cyber human values.

The purpose of this paper is to provide insight into the relationship between consumer personality traits and consumer engagement (CE) in the online brand community (OBC) context. This study also examines the effect of CE on consumers’ ensuing purchase intention.

Using a survey incorporating the Big Five model of personality, 390 responses were collected from students who were members of at least one Facebook-based OBC. Structural equation modeling was used to analyze the data.

The results reveal that extraversion represents the strongest driver of CE in OBCs, followed by openness to experience, neuroticism and agreeableness. Conscientiousness was found to be negatively related to CE. The findings also indicate a positive association between CE and purchase intention.

This paper highlights the ways in which marketers can capitalize on consumer personality traits and develop corresponding strategies that will not only increase CE in OBCs, but also consumers’ ensuing purchase intent for specific offerings.

This research is among the first to demonstrate and empirically validate insight into the ways in which consumer personality traits drive CE in OBCs. This study, thus, adds to the rapidly developing research stream on CE by exposing and empirically validating an integrated set of influential consumer personality-based antecedents of CE, and examining key ensuing outcomes of CE.

The purpose of this paper is to investigate the mediating role of psychological needs in the association between individualism and internet addiction.

A mixed-method design was used by comprising of 602 college students’ (70.3 percent women) responses obtained through the Individualism-Collectivism Survey, New Needs Assessment Questionnaire, and Internet Addiction Scale. Structural equation modeling techniques were used to investigate the theoretical relationships among the constructs. Constant comparative method was employed to analyze qualitative data that resulted from the transcription of semi-structured interviews with 12 field experts.

Quantitative results showed that individualism has a significant effect on internet addiction through affiliation, dominance, achievement, and autonomy (i.e. psychological needs). As students’ needs for dominance, achievement, and autonomy increased their internet addiction levels decreased. However, increase in the need of affiliation led to increase in the likelihood of internet addiction. Qualitative findings suggested alternative ways to satisfy psychological needs in socially more proper ways.

Psychological needs and internet addiction have long been investigated both independently and in relation to each other. However, the investigation of espoused culture (i.e. individualism) in relation to psychological needs and internet addiction is relatively recent. A review of the recent literature showed that an investigation of the mediating role of psychological needs in the effect of individualism on internet addiction is highly original. Moreover, initial quantitative results and follow-up qualitative findings help the authors understand psychological needs underlying internet addiction and suggest socially more appropriate means to satisfy these needs. Findings have theoretical values for researchers as well as practical values for those who work with students.

Mobile self-checkout refers to scanning products using a mobile device inside a brick-and-mortar store and completing the checkout process on mobile devices. Even though mobile self-checkout has been used in other industries for several years, it is a new application in the fashion industry and only limited numbers of retailers have implemented mobile self-checkout in their stores. The purpose of this study is to understand consumers' acceptance of mobile self-checkout in fashion retail stores by analyzing determinants of using a new system.

Part of the Unified Theory of Acceptance and Use of Technology (UTAUT) was used as a theoretical framework. Openness to experience, variety seeking and adventure shopping were added to the model. Empirical data (with 229 valid responses) were collected from the top 20 metropolitan areas in the US via Qualtrics Panel services. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling and multi-group moderation were used to estimate construct validity and test the proposed hypotheses and theoretical framework.

The results indicated that consumers' intentions toward using mobile self-checkout in fashion retail stores were predicted by facilitating conditions, social influence and openness to experience. Moreover, consumers' previous experience of using mobile self-checkout in fashion retail stores moderated the path from facilitating conditions to behavioral intention and the path from social influence to behavioral intention. In addition, different genders and smartphone usage frequency did not vary significantly on the model paths.

The findings show how fashion retailers can understand consumers' preference and their willingness to use mobile self-checkout in fashion retail stores. Moreover, the authors addressed ways for fashion retailers to promote mobile self-checkout in the future.

As a new technology in the fashion industry, literature is deficient concerning consumers' intention to adopt mobile self-checkout. This research provided suggestions for fashion retailers about adopting and improving acceptance of mobile self-checkout. Results will lead to theoretical and managerial implications for future technology development.

The purpose of this paper is to focus on understanding how social influence and personality of individuals differentiate between users’ social network fatigue and discontinuance behavior. Furthermore, the most common discontinuance behavior among users was investigated.

The research model was tested with the data from 163 Instagram users based on online and offline surveys. The partial least squares method was used to test the proposed hypotheses of this study.

The results indicate that social influence affects users’ discontinuance behavior and social network fatigue. Social network fatigue is greater in users with higher reported social influence compared to those with a lower one. Moreover, in response to social network fatigue, users prefer to keep their activities under control instead of switching to alternative social network sites (SNSs) or a short break in social network activities.

By achieving a better understanding of users’ feeling and behaviors, social network providers may codify their strategies more efficiently.

The study is novel in exploring users’ SNS fatigue and their discontinuance behavior by integrating social influence and personality. The authors defined a new concept of effect of social influence on social network fatigue. Additionally, the authors examined which discontinuance behaviors in individuals were more prevalent.

The purpose of this paper is to examine the effects of the Big Five Model (BFM), the urge to purchase (UP) and urgency (UR) on impulse purchase (IP) in Facebook commerce (F-commerce), with the F-commerce purchase as control variable. It also investigates the influence of BFM and UR on UP and the effects of BFM on UR.

The survey instrument was rigorously validated via content validity index by expert panel, Q-sort procedure for construct validity by practitioners in pre-test, followed by evaluation of construct reliability in the pilot test. Data gathered from 808 usable questionnaires were analyzed using SmartPLS 3.

The study showed that BFM, UP, UR and F-commerce purchase are significant predictors of the F-commerce IP. UP is influenced by BFM and UR. BFM has a significant positive relationship with UR. F-commerce experience has insignificant moderating effect.

This study provides some useful practical implications for the F-commerce administrators, advertisers, dealers and promoters.

Existing studies focus on the antecedents of IP in conventional stores and online businesses; however, IP in F-commerce has been largely overlooked. The study investigates the impacts of personality traits on IP and its effects on UR and UP. The mediating effects of UR and UP were also examined. The study is able to predict 64.4, 68.0 and 49.0 percent variance in IP, UP and UR, respectively.