文章基本信息

标题：The Effect of Personal Factors on Social Media Usage of Young Consumers
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作者：Alev Koçak Alan ; Alev Koçak Alan ; Ebru Tümer Kabadayı 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2016
卷号：235
页码：595-602
DOI：10.1016/j.sbspro.2016.11.086
语种：English
出版社：Elsevier
摘要：Abstract The unprecedented growing and popularity of social media platforms, the purpose of this paper is to investigate social media users’ personality in the line with the Big Five personality traits and their social media usage intention. In this context a conceptual model is offered and field survey is conducted to 108 member of Generation Y. Data analysis was performed using structural equation modelling with AMOS. This study provides data on the following (1) the social media usage of Generation Y and (2) how is the personality affect Generation Y's social media usage? Managerial implications and future research directions are also discussed.
关键词：Big Five Traits;Personality;Social Media;Social Media Usage Intention;Generation