The value(s) of information on social network sites: The role of user personality traits

Publication date: Available online 2 December 2019Source: European Review of Applied PsychologyAuthor(s): Yaniv Gvili, Ofrit Kol, Shalom LevyAbstractPurposeThe present research examines the relationship between personality of social network site (SNS) users and the perceived value of the information they seek. Building on the Reasoned Action Approach, personality is conceptualized as a background factor influencing people's attitude towards the information they search for on SNS.Design/methodology/approachData were collected using a face-to-face survey among Facebook users (n = 311). Personality traits were assessed based on the Big Five dimensions. Statistical analyses estimate the effects of personality traits on the various values of the information sought on SNS. A three-step procedure was followed to standardize the independent variables and create interaction variables for the moderation test.FindingsThe results support the predictions that certain personality traits (e.g., conscientiousness and extraversion), as described by the FFM framework, are related to particular facets of information value (economic value and social value respectively). The effect of personality was moderated by participants’ Facebook usage intensity. Usage intensity dampens the relationship between agreeableness and functional value of information, and strengthens the negative relationship between openness-to-experience and psychological value of information.Practical implicationsTh...
Source: European Review of Applied Psychology - Category: Psychiatry & Psychology Source Type: research