The Effect of Personal Factors on Social Media Usage of Young Consumers

The Effect of Personal Factors on Social Media Usage of Young Consumers
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个人因素对年轻消费者社交媒体使用的影响

DOI：
10.1016/j.sbspro.2016.11.086
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
Ebru Tümer Kabadayi
Ebru Tümer Kabadayi
中科院分区：
--
文献类型：
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作者：
Alev Kocak Alan;Ebru Tümer Kabadayi

文献摘要

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随着社会化媒体平台的空前发展和普及，本研究旨在探讨社会化媒体使用者的大五人格特质及其社会化媒体使用意向。在此背景下，提出了一个概念模型，并进行了实地调查，以108名成员的Y一代。使用AMOS结构方程模型进行数据分析。本研究提供了以下数据：（1）Y世代的社交媒体使用情况;（2）性格如何影响Y世代的社交媒体使用情况？管理的影响和未来的研究方向进行了讨论。
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.