The Role of Personal Characteristics in Online Behaviors

The Role of Personal Characteristics in Online Behaviors

Graham Kenneth Winley (Assumption University, Thailand) and Tipa Sriyabhand (Assumption University, Thailand)
Copyright: © 2020 |Pages: 18
DOI: 10.4018/JITR.2020040102
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Abstract

Personal characteristics were studied as the determinants of forwarding online content behavior using data collected from a sample of 386 individuals. Personal characteristics included: gender; age; experience with online information services; level of consumption of online content; and the 16 personality traits. With the exception of gender and 15 of the personality traits, these personal characteristics significantly influenced forwarding behavior with no significant differences between males and females. Although not acting as significant determinants for forwarding behavior these 15 personality traits enabled the development of profiles for individuals with characteristics that did significantly influence forwarding behavior. These results represent new findings with respect to forwarding behavior and provide important theoretical and practical insights.
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Research Design And Methodology

A cross-sectional quantitative field study approach was used. This approach has been used successfully in previous studies of online behavior. The unit of analysis was an individual at least 18 years of age with experience in forwarding content to other people using online information services. There were no restrictions on the information services or the technologies used by the individual.

A self-administered questionnaire was used to measure the variables in a theoretical model and other variables used to determine a profile of the respondents. The questionnaire included a statement defining online information services. Measuring instruments from previous studies were used to improve the validity and reliability of the measures. The questionnaire was prepared in the Thai language and was reviewed by a focus group of five experienced users of online information services. Modifications which related mainly to language expression were incorporated and the modified version was then used in a pilot study with 15 participants. No further changes were required.

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