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THE IMPACT OF PERSONALITY TRAITS ON BEHAVIORAL INTENTION TOWARDS

SOCIAL NETWORKING WEBSITES

SUBMITTED BY:

Ann Marie Cameron

April 20, 2019

Presented to: Dissertation Committee Members

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Abstract

The purpose of the proposed study is to obtain a comprehensive understanding of the Big five

personality traits and the effect of behavioral intentions towards social networking websites,

when double mediated by privacy concerns and trust which is lacking in existing research. The

proposed study will specifically examine privacy and trust as a central role mediating the

relationships between Conscientiousness, Extraversion, Agreeableness, Openness and

Neuroticism and the outcome variable of behavioral intentions. The proposed study will seek to

add to the extensive literature of personality traits based on prior studies.

Research is limited in its understanding of privacy concern as a mediator to the

personality traits framework. Past personality traits studies have established trust to having a

positive impact on behavioral intentions. However, personality traits literature has not explored

privacy concerns and trust as mediating factors on behavioral intentions when using social media

networks. The proposed study will extend past literature by establishing privacy concern as a

mediating construct. The proposed study will fill the gaps in prior literature by testing a

framework that includes the antecedents and outcomes of personality traits when mediated by

both privacy concerns and trust, as they are associated with behavioral intentions a holistic view

of the constructs.

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Acknowledgements

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Contents

Chapter 1..........................................................................................................................................5
Introduction......................................................................................................................................5
Background..................................................................................................................................6
Statement of the Problem.............................................................................................................9
Purpose of the Study..................................................................................................................13
Definition of Key Terms............................................................Error! Bookmark not defined.
Literature Review/Hypotheses Development................................................................................14
Big Five Personality Traits........................................................................................................18
Behavioral Intentions.................................................................................................................23
Privacy Concern.........................................................................................................................26
Trust...........................................................................................................................................29
Theoretical Foundation..............................................................................................................35
Social Cognitive Theory............................................................................................................35
Mediation...................................................................................................................................39
Summary....................................................................................................................................41
Chapter 3:.......................................................................................................................................41
Proposed Research Methodology..................................................................................................41
Introduction................................................................................................................................41
Questionnaire.............................................................................................................................42
Scales.........................................................................................................................................43
Accuracy of the Study...............................................................................................................44
Appendix A – Questionnaire.....................................................................................................44
SECTION A: GENERAL INFORMATION.............................................................................44
SECTION B: CONSTRUCT MEASUREMENT.....................................................................45
References..................................................................................................................................50

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Chapter 1

Introduction

The popularity of Social Networking Websites (SNWs) has increased in recent years, and

it has become an essential part of everyone's life (Bødker, Gimpel, & Hedman, 2009; Yoo, Choi,

Choi, & Rho, 2014). Statista (2018), reported there are approximately 2.62 billion social media

users, and that number will be expected to reach approximately 3.02 billion in 2021. Social

media are virtual platforms used for posting, sharing activities (for example games), and

interacting with users, which can lead to the expansion of their social networks (Statista, 2018).

For example, users actively post their status, photos, opinions, feelings, and their day to day

activities. Furthermore, users consume social information from newsfeeds portals. The most

popular SNWs are Facebook, Instagram, Twitter, Pinterest, YouTube, LinkedIn, and Snapshot

and they are becoming increasingly popular due accessible internet connections and increased

usage of personal computers, laptops, mobile phones, and tablets (Zeng & Wei, 2013).

Based on the literature, there are limited research exploring the mediating link of privacy

concerns as it relates to trust in SNWs. Also, research by Kern, et al., (2014) and Park, et al.,

(2014) regarding trust and attitude in the context of privacy concerns but did not consider trust

and attitude as mediating variables. This study contributes to existing literature and adds to the

examining knowledge on the impact of social media users' privacy concerns on behavioral

intentions. Furthermore, this study will explore the effect that user personality traits have on user

behavioral intentions. The proposed study will incorporate a central existing human behavior

social theory, self-efficacy theory, and the effect society, social media platforms, and user

privacy concerns can have on an individual's decision-making process, actions and reactions as a

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result of SNW usage. Ultimately, the focus of this study will be on the potential effect of the

independent variables of five personality traits and the mediation effect if any, in relationship

with trust and privacy concern on the dependent variable of behavioral intentions of social

networking website users.

Background
Social networking websites are the most convenient, useful, and important methods of

communication. Businesses use social media platform to communicate with their customers,

business partners, and monitor the activities of other business (Almadhoun, et al., 2011; Boyd,

2008). A younger population of people ages 18 to 29 use social networking sites to interact with

their friends, family, and people from other parts of the world (Aslam, 2017). Several studies of

social media are related to business and marketing. However, this study will seek to analyze the

essential issues of the behavioral intentions of individuals who utilize social media by assessing

the Big Five Personality traits and the effect of trust, and privacy concerns (Tupes & Christal,

1961).

The interaction of people through social networking sites helps them build and foster social

relationships with other people. However, the information users encounter on SNWs consciously

and cognitively affect their reactions to the actions and activities that are before them. The

subconscious behavior of human beings are dependent upon their personalities, nature,

environment, and the personality of the other people with whom they are interacting. (Chu &

Kim, 2015). Statista (2018), reported approximately 2.62 billion social media users. That number

is expected to reach approximately 3.02 billion in 2021. Approximately 2 billion people around

the world have a Facebook membership, and more than 1.3 million people use Facebook actively

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(Statista, 2017). More than 328 million people use Twitter actively (Statista, 2017), and 100

million people check their accounts daily (Aslam, 2017; Korzaan & Boswell, 2008). Facebook

has shaped the social media structure since its inception, and it leads the market with around 1.86

billion users monthly. These statistics affirm the popularity of social networking sites among

Internet users (Gregory & H. Andrew, 2014).

Some people use social networking websites to improve their creativity and visibility while

others use SNWs for expressing themselves, as found by Chai & Fan (2018) and Koc &

Gulyagci (2013). Nadkarni & Hofmann, (2012) asserted that some people use SNWs because of

the desire to connect strongly, access social knowledge, establish friendly relationships with

other members, and engage with the community. A study by Boekaerts & Niemivirta, (2000),

stated that young adults ages 22 to 37 (millennial) motivational strivings are drawn closer by

concentrating on the objectives they seek after inside a given setting. In addition, young people

use social media to gain social connections and for maintaining identity including posting,

sharing and tagging of photos.

Furthermore, Social Networking Websites (SNWs) can also be used for political

manipulations and for that, people have more privacy and security concerns. Various algorithms

gather personal information on race, gender, sexual orientation, and even intelligence of people,

which can be used for predictions of many political factors, such as for which party a user will

vote (Amichai-Hamburger & Vinitzky, 2010). Individual's gender details, their intelligence, and

actions provide various clues about political views and actions. Such information captured by

social networking sites can be used for launching any new political campaign and targeting

individuals whose data reveals an affinity towards a political party or political ideals. Existing

research shows the complex personality traits that characterize various patterns of behaviors,

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attitude, and trust of a person based on their social networking profiles, likes, and posts (Day, et

al., 2002; Wei, et al., 2015). Such information is enough for character assessment of an

individual. The exploitive utilization of information of users on social networking sites creates

privacy concerns and a sense of fear among individuals, which leads to becoming insecure. The

underlying concept of privacy is not new but has led to new privacy concerns. Society's ability to

collect, aggregate, or share data is the current modern technology's ability and power,

particularly in comparison to the pre-computer era, to capture, store, aggregate, redistribute, and

use of data from individual users (Houghton & Joinson, 2010). Additionally, because of the

vulnerability in the world, some SNWs users believe their personal information can be misused

for different harmful purposes, which can cause them to feel helpless (Blackwell, Leaman,

Tramposch, Osborne, & Liss, 2017; Fogel & Nehmad, 2009); (Blackwell, et al., 2017; Fogel &

Nemad, 2009; Houghton & Joinson, 2010).

Another phenomenon is the privacy paradox that happens when people have significant

concerns about their online privacy and the idea that they are unable to secure their online

accounts. Moreover, while individuals take the necessary steps to secure their accounts related to

finance, for instance, bank accounts, they seem to be more liberal with sharing on SNWs and do

not extend the same privacy concerns as they do for their finances to their social media accounts.

Nadkarni & Hofmann, (2012) assert that the security of users social networking accounts are as

important as their bank accounts which could be done merely by deleting cookies, history of

browser, and checking the computer from viruses so that no accounts can be hacked or misused

from any intruding access. Additionally, organizations that take personal user information for

prediction purposes must increase their security so that risk management can be done effectively,

and the important data and information of the users will be kept safe (Amichai-Hamburger &

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Vinitzky, 2010; Akter, 2014). Furthermore, the potential mediator of trust emerges in research

from identified conscientiousness, extraversion, and openness as the most important predictors of

dyadic trust. Trust supports the dyadic outcomes upon the personality traits under investigation

in this study (Gerris, Delsing & Oud, 2010).

Personality is the rational arrangement of emotions, thoughts, and desires that leads to

behavior (Revelle, 2013). Past research shows that personality traits plays a significant part in

determining an individual's behavior (Griffiths, 2009). The Big Five model, introduced by

Digman (1990), describes the personality of an individual by highlighting five important

characteristics, and it provides a structure to explain the differences in personality. The five

personality trait dimensions include extraversion, agreeableness, conscientiousness, neuroticism,

and openness. The Big Five Personality trait is recognized within psychological research and in

business as a useful tool. Many personality psychologists affirm that the five personality

dimensions reveal the most important personality characteristics of an individual (Christopher &

Joshua, 2015).

Statement of the Problem


Wei, et al. (2015) has associated social media usage to behavioral intentions. Studies on

social media usage have led to questions concerning privacy concerns, the effect of or on

personality traits, force of utilization, discussion of exposure rates, social standards, self-

introduction, the impact of age differences, sexual orientation differences, and effect of self-

esteem (Clemens, 2015). Current data indicate that SNWs aggregately influence individuals'

behavior. Intentions are the primary determinant of behavior, which signifies that the higher the

intention to engage in a behavior, the more likely the real performance should be (Bandura,

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2002). Intentions are also grounded on principles related to the existence or non-existence of

necessary means and possibilities to undertake a particular action (Cha, 2010). The behavior of

an individual towards social media usage are related to the personality traits of that person

(Amichai-Hamburger & Vinitzky, 2010). One research study by La rose & Eastin, 2008,

examined 24 research studies to discover the uses and user gratification of social media. Several

studies related to behavioral intentions revealed that the primary reasons behind using SNWs are

to entertain, continue a relationship with peers, pass-time, and friendship.

As concluded by existing research, the Big Five personality traits affect individual

behavior towards SNWs. For example, the introversion and neuroticism personality traits

indicate that a maximum level of sadness and loneliness are correlated with an individual's

behavior (Cao & Su, 2016). Since the five personality dimensions have been associated with

behavioral intentions (Akter, 2014), people with various personality traits manifest different

behaviors towards social media and unique methods for utilizing them. For example, people

with the extrovert personality trait are regarded to engage in a high level of social media

activities (Kuss & Griffiths, 2011). Individuals with neuroticism personality trait tend to spend a

lot of their day using social networking to avoid loneliness, but their sharing behavior such as

posting, uploading, sharing or any activity is very low (Moore & McElroy, 2012). Also, people

with an agreeableness personality trait are also more inclined to share positive images and

photos. Moreover, people possessing a high level of the openness personality trait tend to have a

large social network following and "like" more posts on SNWs than people with low rank on

openness (Cheung, et al., 2011). Additionally, people with a conscientiousness personality are

more careful in handling their social networking accounts; they share fewer photos, like few

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posts and socialize with few people (Blackwell, et al., 2017). Therefore, every personality trait

has a different behavior toward social media usage.

Different personalities on SNWs tend to selectively show aspects of their identity; they

think others should know about them. Those personalities also tend to be concerned about

privacy and security, and selectively disclose only specific aspects of their personal lives. To

understand the impact regarding concealing online identities and personalities, several

researchers studied the privacy concern of individuals in a social media context. Chai et al.,

(2009) define privacy as the claim of a person to determine where, how, when, and to what

extent their information is shared with others. In the world of social media, people who have a

high privacy concern and trust are less inclined to share information about themselves because

they think they may not be able to control who might have access to their information.

Conversely, people who have less privacy concern or trust limitations with higher control over

their privacy are more likely to share information about themselves (Weber, 2009). Preibusch,

Hoser, Gürses, & Berendt (2007) showed that individuals with significant privacy concerns do

not involve themselves in social media activities and do not reveal themselves in the social

media environment.

In addition, Park, et al., (2014), developed a study for personality assessment through

social media language. This research integrates the Big Five personality traits to help in

predicting and explaining concerns of individuals data privacy, technical anxiety and intentions

related to individual behavior. The research contributions primarily include expansion of the

model of Stewart and Segar's as stated by Korzaan & Boswell (2008). It improves predictability

related to behavioral intentions, providing a comprehensive understanding of such individuals

who would be concerned regarding privacy, be prone towards anxiety and selected towards

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engagement for behaviors that are related for withholding personal data. Agreeableness had

shown to have a significant impact on individual concerns related to data privacy while

neuroticism had been found to have a direct influence on technical anxiety.

Due to the open nature of social networking sites, privacy concerns will continue to be a

significant concern for individuals with different personalities. In the social media environment,

if an individual perceives threats in using SNWs, it will be difficult for him/her to put trust in

specific social networking sites, and they may have a negative attitude towards them. Trust is

present when one party is sure that the second party in an exchange relationship is reliable (Luo,

et al., 2011). Therefore, trust has an important relationship with social media behavioral

intentions (Shin, 2010). Since trust plays an integral part in engagement and interaction while

having face-to-face communication, it is considered as a central factor in determining behavioral

intentions (Almadhoun, et al., 2011). Trust has been studied and tested for social media usage

behavior in different contexts. Research tends to indicate that the impact of the big five

personality types on behavioral intentions with the mediating effect of trust is essential in

assessing the impact SNWs.

The arrival of social networking sites influenced the way through which organizations

develop links with the current and potential customers and offer them their products and services

through social media for the effective, fast, and a more convenient way as compared to physical

shopping and purchasing (Chen, et al., 2011). From a study, the examination of adopting social

networking sites among people has been observed in which Facebook appeared to be on the top

of the social networking sites that are used by the people. The perceived usefulness, attitudes,

behavioral control, etc. are the factors that can affect people's usage of social media platforms

(Ryan & Xenos, 2011; Almadhoun, et al., 2011).

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The preliminary investigation of the relevant studies has found that privacy concern is an

important factor which plays a role in determining the behavior of users on SNWs. A study

conducted by Korzaan & Boswell (2008), focused on the influence of personality traits and

information privacy concerns on behavioral intentions. The research contributions primarily

include expansion of the model, which improves predictability related to behavioral intentions

and provide a comprehensive understanding of individuals who are concerned about privacy,

prone towards anxiety, selective engagement and behaviors that are related to withholding

personal data (Amichai-Hamburger & Vinitzky, 2010).

It is evident from the research that a growing concern for data privacy has been an area of

focus in the business environment of the modern era and having a comprehensive understanding

of issues that are related to this concern would only help in better preventative measures that are

utilized for protecting data privacy (La rose & Eastin, 2008). Current research has evaluated the

behavioral traits of individuals for helping to create an improved understanding of individuals'

choices as it relates to data privacy. The more accurate the data that is collected, the better the

decision making as far as enhancing the effectiveness of businesses utility of the data.

Purpose of the Study


The purpose of this study is to explore how people interact with and are affected by SNWs.

To better understand an individual's behavior on SNWs, it is important to examine the

relationship between user behavioral intentions towards social networking sites and how trust

plays a mediating role. The study will address how personality traits of an individual impact

their behaviors on (SNWs). Personality traits will also be studied to assess the impact on privacy

concerns, and the effects personality has on behavioral intentions towards SNWs. This research

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is using privacy concerns and trust as mediating variables because these constructs are important

for understanding behavioral intentions. In addition, the research will evaluate how an individual

behaves on specific types of SNWs to assess how personal characteristics and behavior

intentions are related to one another.

The findings of the research can help social media platforms address the concerns of users.

Insight about the behavioral factors of users can help companies enhance privacy protection and

adjust their strategies based on personality traits. This behavioral insight increases the

significance of this research. Existing studies provide insight into the complex nature of privacy

issues in society today, and further explain how individuals interpret current business practices.

However, this study's findings could improve the predictability of behavioral intentions by

providing a deeper understanding as to why individuals may be concerned about privacy, be

prone to anxiety, and choose to engage in behaviors related to withholding personal information.

Furthermore, this study will examine the factors affecting behavioral intentions in order to

design suitable strategies relating to how one might use SNWs. Most importantly, the study will

guide companies in analyzing the personalities of their potential audience and the impact on the

behavioral intentions toward social media usage, thus facilitating the development of appropriate

strategies related to their social media marketing. There is a need for greater understanding about

different personalities and how personality relates to privacy concerns and trust, benefitting

social media companies by helping to execute appropriate policies for their respective companies

(Day, et al., 2002). It is vital to establish a theoretical understanding of the nature of social

media engagement behavior in response to marketing practices within a social network structure.

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The study will investigate the impact of personality traits on determining behavioral

intentions of users on social networking websites. It will also determine the mediating role of

privacy concerns and trust towards social networking sites on behavioral intentions.

Chapter 2

Literature Review/Hypotheses Development


Please refer to figure 1 for conceptual framework.

With social media emerging within the last 20 years, there has been an increased interest in

studying this topic to understand why people use social media, for instance, Facebook and

Twitter and to the extent of how they used it. This research will aim to incorporate a broader

range of SNW’s looking beyond how people use SNWs to how companies disseminate the

information they gather from these SNW’s and how the information is used to better-informed

marketers.

Most studies about social media are found in the disciplines of social science, media,

psychology, communication, and information systems. A review of these studies showed that the

scope of the research on behavioral intentions towards social media is unequal and diverse. A

systematic study is needed to understand the direction of future research related to the social

media environment.

Previous studies on social media and behavioral intentions mainly used the technology

acceptance model, the theory of planned behavior and the theory of planned action. The current

study will use the theory by Albert Bandura, Social Cognitive Theory (SCT) as the principle

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theory to test the proposed theoretical framework. This theory will be used to provide a

comprehensive overview of human behavior(s) toward social media (Bandura, 2001).

For perspective purposes, previous studies associate personality traits with an affinity

towards specific social networking sites. Most of the studies focus on Facebook and Twitter.

The present research will consider additional sites, such as LinkedIn, to predict the behavior of a

person. However, the primary aim of prior studies was to propose policies and improve trusting

relationships between the user and social media. A primary purpose of this study is to examine

the impact personality has on user SNWs behavioral intentions.

Furthermore, most theories of decision-making increase conflict between competing

mediators, which assume a tradeoff due to the size of the mediator. A positive relation between

tradeoff size and conflict is provided by the theory of cognitive dissonance by Festinger (1964)

where conflict before a decision has the same origin as dissonance after the decision has been

made and the decision maker realizes the inconsistent and flaw with their decision. In contrast,

the implications of a double-mediation model predict that a conflict will generally occur in a

"U"- shape relationship resulting in a trade-off is the size in effect and be moderated by other

aspects of the decision (Scholten & Sherman, 2006). As a result of the research by Scholten and

Sherman (2006), it was generally concluded that the prediction of an inverse relationship existed

with large to intermediate trade-offs in decisions were experienced. For example, approach-

approach conflicts when more is better along with both attributes of success such as contract

duration and wage increase versus cost versus relationships (Scholten & Sherman, 2006). Haq

and Abbasi (2016) research indicated a relation and effect of double–mediators of hedonic and

positive emotions between fashion and impulsivity of purchases. This study has relevance to this

investigator's exploration of social media with respect to impulsivity and emotional factors, such

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as "agreeableness" or "neuroticism" affecting social network websites. However, studies

regarding social media networks have not called for double mediation analysis, and therefore the

objective of the current study will add valuable knowledge of research on this subject as a basis

for future research.

Definition of Key Terms


Big Five Personality Traits

Conscientiousness: A personality trait where a person has a high drive to achieve something. It

also shows the degree to which a person is reliable, prompt, and perseverant.

Extraversion: Characterized by enthusiasm, sociability, and assertiveness of a person. People

with this personality trait enjoy being with others.

Agreeableness: Agreeableness is one of the five personality traits where the people are kind,

friendly, cooperative, and compassionate.

Openness: The openness to experience measures the person's approachability to learn new

things and his receptivity towards new ideas and experiences.

Neuroticism: This personality trait is related to nervousness and insecurity. It is also related to

the degree of negative emotions (Christopher & Joshua, 2015).

Behavioral Intentions: Behavioral intentions refers to an individual's perceived probability that

a person will involve in a specific behavior (Griffiths, 2009).

Privacy Concern: Privacy is the claim of a person to determine where, how, when and to

what extent their information is shared with others (Almadhoun, et al., 2011).

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Trust: A readiness of one party to rely on the actions of another party based on the expectation

that the other party's actions will be according to the trustor (Almadhoun, et al., 2011).

While we are focusing on trust, we did consider attitude as a possible trait. Attitude is the feeling

of an individual representing approval or disapproval based on the individual's perception

(Siragusa & Dixon, 2008).

Examples of Social Network Websites

A Social Network Website is defined as web-based services that allow individuals to

accomplish the following: a) construct a public or semi-public profile within a bounded system,

b) articulate a list of other users with whom they share a connection, and c) view and traverse

their list of connections and those made by others within the system. The nature and

nomenclature of these connections may vary from a website to website (Boyd & Ellison, 2008).

For example; the following well-frequented social media websites: a) Facebook: Facebook is a

site where the user can update his/her status, share photos, videos, links, with their friends. It is

an online platform to connect and interact with people and share feelings, activities, and news, b)

YouTube: YouTube is a site where the user can watch videos online. The user can also post

videos, like, share, comment or subscribe to other videos, c) Twitter: Twitter is a site where the

user expresses his/her thoughts, feelings, or ideas in few characters. It is an online platform made

to interact with each other by tweeting, "re-tweet" (reposting of a Tweet), liking, and following,

d) Instagram: Instagram is a site where users can post, edit, and share pictures and short videos,

e) LinkedIn: LinkedIn is a professional network where users interact for employment purposes or

for expanding their professional circle. The following sections will provide an in-depth literature

review on all the variables in this study. The goal of this research is to bring to light how and

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why it is important to measure the impact of the big five personality traits on behavioral

intentions towards SNW’s and the mediating effect of privacy concerns and trust.

Big Five Personality Traits


There is a broad consensus on the fact that different personalities are connected

negatively and positively towards attitudes and beliefs, which also highlight social achievement

as factors of good or bad intentions (Digman, 1990). The five personality traits as mentioned

above are "conscientiousness, extraversion, agreeableness, openness and neuroticism".

Personality is considered an important subject in psychological studies. Several studies

asserted that personality is an essential factor in determining the number of aspects of one's life

such as educational achievement, work efficiency, social position, health, and human

relationship status with family and peers, political views, personal welfare, and behavioral

intentions towards social media (Li, et al., 2014; Neal, et al., 2012; Wang, 2013).

The role of the personality traits of the Big Five can be described in terms of neuroticism,

extroversion, openness to experience, agreeableness and conscientiousness, which are often a

complete profile of a person. There is a relationship between openness to experience plus

personal accomplishment (Morgan & de Bruin, 2010). In addition, results of Morgan and de

Bruin (2010) indicated students who are emotionally secure, socially outgoing and industrious

and maintain display lower levels of burnout and higher levels of self-efficacy. There are

potentially significant implications for behavioral intentions upon social networking platforms

(Morgan & de Bruin, 2010). Extant literature discovered the strong relationship between the big

five personality traits and social media usage (Ryan & Xenos, 2011; Correa, et al., 2010; Moore

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& McElroy, 2012). Sumner, Byers, & Shearing (2011) designed a study to find out to what

extent personality types and privacy concerns impacted social media usage.

Research carried out compared the Big Five personality trait with the usage of social

media activities, and the type of language used by the user showed that there is a positive

relationship between the personality trait of a user, their usage behavior, and the level of privacy

concern in using social media websites. This study will focus on the big five personality traits

which are believed to be the relevant traits as follows: a) openness b) conscientiousness, c)

extraversion d) agreeableness, and e) neuroticism (Ryan & Xenos, 2011; Correa, et al., 2010;

Moore & McElroy, 2012).

Furthermore, current beliefs of personality traits are influenced by the external

environment and transform with the changing aspects of the surrounding. This has been a core

debate for many years that was addressed theoretically (Aslam, 2017; Cao & Su, 2016;

Almadhoun, et al., 2011). It is important to identify that each of the personality traits represents a

level of two extremes. Moreover, good or bad decisions are affected by different traits of

personality, and it is considered a psychological goal of society, unlike various emotional

disorders, anxiety, and depression. As such, relevant studies and theories are examining

behavioral intentions, which describe the average satisfaction level in a certain period with the

level of positive expressions, and negative effects (Bandura, 2002; Ayal, et al., 2015). A person's

behavior and attitudes are based on factors and situations they are faced with most of the time,

and it is reflected in the effect of their transformation. The personality traits are significant, and

these are considered predictors of attitudes and behaviors (Akter, 2014; DeYoung, 2014).

The most significant and attracting proof of the strong connection between behavioral

intentions and the five personality traits is derived from the detailed analysis showing that three
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of the five big personality traits (conscientiousness, extraversion and agreeableness) are more

inclined towards the behaviors and beliefs of a person (Ku, et al., 2013).

The Big Five have been empirically proven to have a strong relationship with behavioral

intentions on social media. People possessing a high level of the extraversion trait are regarded to

engage in a high level of social media activities along with a big friend circle in social

networking sites than introverted people (Kuss & Griffiths, 2011). Extroverts are highly

enthusiastic, friendly, and assertive with a positive approach. People with this personality trait

enjoy being with others and are highly likely to use numerous features on social networking sites

(Ryan & Xenos, 2011). According to the study of Moore and McElroy (2012), 10% of the

participants in the study had a high score in extraversion, and it observed that each study

participant had 484 friends on average. Since they like to have face-to-face communication with

others, they use SNWs for reasons such as time passing, leisure activities or expressing

themselves in front of their friends. According to Golkar Amnieh & Kaedi (2015), extroverts

usually reply and frequently repost tweets on Twitter, and they are more likely to have more

followers.

Individuals possessing agreeable trait do not use curse words and show a positive attitude

on their posts and status (Seidman, 2013). Agreeableness is one of the five personality traits

associated with people's tendency to be kind, friendly, cooperative, and compassionate. They are

also more inclined to share photos and sharing positivity. Individuals with high scores in

agreeableness are more compassionate, honest, adjustable, empathetic, and tolerant.

Agreeableness trait tends to affect social engagements. Past studies on agreeable traits

highlighted that these individuals do not require forming an online connection.

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On the contrary, present research shows a strong relationship between agreeableness and

social networking sites usage. For example, Amichai-Hamburger and Vinitzky (2010) discovered

that the agreeableness trait has a significant association with sharing behavior on social media.

These individuals are more likely to share friendly posts and engage in making positive

comments about their friend's posts.

Furthermore, individuals possessing a high level of conscientiousness are more careful in

handling their social networking accounts; they share fewer photos, like fewer posts and

socialize with very few people (Amichai-Hamburger & Vinitzky, 2010; Blackwell, et al., 2017).

Conscientiousness is a personality trait where a person has a high drive to achieve something. It

also shows the degree to which a person is reliable, prompt, and perseverant. Since conscientious

people are vigorously thoughtful, cautious, determined, and they are more likely to engage in

educational activities as compared to leisure activities on social media (McElroy, et al., 2007). A

study conducted by Moore & McElroy, (2012) showed that individuals with the

conscientiousness trait do not post pictures and share posts on Facebook. Their information

seeking behavior in social media shows that they make more efforts and prefer credible sources

of information (Yoo, et al., 2014).

People who exhibit neuroticism indicated the continuum between emotional adjustment

or stability and emotional maladjustment or neuroticism (Costa and McCrae, 1992). There is a

tendency to experience high levels of fear, anxiety, nervousness, sadness, tension, anger, and

sometimes guilt. Individuals scoring at the lower end of neuroticism spectrum tend to be even-

tempered and emotionally stable (Zaidi, et al., 2012). Neuroticism is the one Big Five factors in

which a high score indicates more negative personality traits but is not a factor of meanness or

incompetence. Instead, it is one of confidence and being comfortable in one's skin. Traits

22
commonly associated with neuroticism are awkwardness, pessimism, moody, jealous, anxious,

testy and insecure as well as unstable (Gallego & Pardos-Prado, 2013; Power & Pluess, 2015).

The final trait, openness to experience is the tendency of the individual to be imaginative,

with features characteristics such as imagination and insight sensitive, original in thinking,

attentive to inner-feelings, appreciative of art, intellectually curious, and sensitive to beauty Such

individuals are willing to entertain new ideas and unconventional values (Zaidi, et al., 2012).

People exhibit this trait have high in this trait also tend to have a broad range of interests. They

are curious about the world and other people and eager to learn new things and enjoy new

experiences (McCrae & Costa, 1987).

Given these five personality traits, along with their respective qualities that are influenced

or can be influenced by the external environment, it can be said that extraversion includes

talkativeness, emotional expressiveness, assertiveness, sociability, and excitability.

Agreeableness is a dimension that involves behaviors like affection, kindness, trust,

cooperativeness, and other behaviors with pro-social elements. According to a study conducted

by Sumner, Byers, & Shearing (2011), people who are low in agreeableness tend to be

manipulative and competitive. Conscientiousness dimension includes the high rate of

thoughtfulness, behaviors with directed goals, and impulsive control; people with more

conscientiousness tend to be more organized and more mindful about the details. While not

exploring the relationship of two traits, we considered the following in the design which includes

the following. First, neuroticism is the personality trait that contains moodiness, emotional

instability, sadness, anxiety, mood swings, irritability, etc. People who are low in this personality

trait tend to be happier and more emotionally stable (Chiu, et al., 2006; Adnan, 2002). Second,

openness personality trait has the attributes of insights and imagination, a wide range of interest,

23
and people with the openness trait are more adventurous, creative, etc. Those who do not have

the openness personality trait tend to have abstract thinking, are more reserved, and they are

more traditional (DeYoung, 2014; Blackwell, et al., 2017).

Behavioral Intentions
Behavioral intentions of human beings are found to measure and judge the tendencies of

users to show their intention and perspective about anything, and within the context of this

research, the behavioral intentions of a person will help in analyzing and measuring the

interaction or refusal of human beings with social networking websites (Akter, 2014; Chu &

Kim, 2015). Through social networking websites, communication, sharing photos, videos, and

personal information are facilitated and will determine the behavioral intentions of a person (Cao

& Su, 2016; Park, et al., 2014).

The behavioral intentions construct will be used to understand the behaviors of people

while using technologies such as social networking platform (Kern, et al., 2014). Various prior

studies have focused on the influence different personality traits have on the behavioral

intentions of a person. Wei, Lin, & Lu (2015) stressed information privacy and the human

behavior exhibited by people with high level of proactivity whenever they feel any concern

regarding privacy, threat, or any risk, thus reducing their exposure to threats of privacy such as

eliminating themselves from the vulnerable social networking post or comment that can threaten

them (Akter, 2014). Furthermore, they also try to safeguard privacy by not providing social

networking platforms with their personal and confidential information. Moreover, it has been

argued that this defensive behavior varies from person to person because not all human beings

24
possess the same personalities and same traits, leading to different behaviors in different

situations (Bødker, et al., 2009; Melinda & Katherine, 2008).

With the increase in usage of social media platforms, advancements in communication,

collaborative working, etc. has opened many opportunities for the people (Bandura, 2002). The

social media platforms provide various techniques for the customers to judge their buying

intentions and perceptions about products and services, which allow the businesses to serve

customers in a better way, retain more customers, and increase revenues. According to privacy

concerns theories, risk factors, and personality traits of the human being help determine the trust

and attitudes of human beings (Boyd, 2008). The behavior of users with a high level of

involvement in social media activities helps them to detect and recognize when their user

profiles, comments, and other behaviors are being matched and be used for computation to assess

their buying behaviors. Moreover, user purchase history also tells about the behavioral intentions

of human beings (DeYoung, 2010).

According to a study conducted by Sumner, Byers, & Shearing (2011), people

participating in online activities, are quite concerned about the back-end activities that are being

performed with their personal information and behavioral assessment for other uses. Consistent

with similar prior research, people tend to be quite cognizant of the good and bad situations and

activities happening to them.

Wei, Lin, & Lu (2015) reveal that people with a high level of self-esteem,

conscientiousness, and self-protectiveness about them do not expose themselves on social media

platforms regardless of any strict privacy policies provided by the social networking platforms.

Therefore, it can be said that behavioral intentions are negatively related or indirectly

proportional to the social media activities of privacy and risk factors (Brent & Daniel, 2017). The
25
relationship between the events that bring social anxiety and behavioral intentions can be

mediated by various factors such as their attitudes, trust, concerns, and even their actions

(Blackwell, et al., 2017).

The concept of privacy of information and risk concerns have also been significantly

related to the behavioral intentions of individuals while using social networking platforms. Some

people are socially anxious while using such platforms and it is entirely plausible to expect that

people would be worried, or not while using social networking sites (Bødker, et al., 2009).

People who are less open or introverted may become less trusting towards online sellers

and buyers with whom they are not familiar (Park, 2014). Moreover, it has been found that most

online sellers of different products and services do not ensure customer with a high level of

privacy, resulting in users' distress leading users to become less trusting with the online buying

and selling activities, subsequently, having an altering effect on user attitude (Bandura, 2002).

People become frustrated with engaging in social media activities when they understand

the risk factors and the need to assess ways through which they can be protected. People become

anxious about the extensive amounts of data collected on social media platforms when they do

not know what happens to the data being shared. However, people become less worried about

sharing information when they have a more profound understanding of the usage of data and the

methods that can be used to alleviate privacy concerns, issues, and breach of trust (Amichai-

Hamburger & Vinitzky, 2010). Therefore, it can be said that the behavioral intentions of human

beings are influenced by the handling of data by social media platforms, which can also change

the trust and attitudes of individuals (Aslam, 2017). As discussed in earlier sections, people are

quite open to their intellects and experiences, and they are inclined towards learning and

achieving things, striving to expand their base of knowledge and awareness of different things
26
(Blumberg, et al., 2008; Akter, 2014). Furthermore, to fulfill social needs, people spend their

time on different social media platforms and share information with friends and people they

know. However, user social media activities are influenced by user personality and external

factors, such as privacy concerns, which might change user behaviors and attitude towards

sharing information on SNWs (Akter, 2014).

Privacy Concern
Privacy concern is one of two mediation factors being evaluated for their affect on the

dependent variable of behavioral intentions in the proposed study. As such, the user's behavior

towards social networking sites may be potentially affected by the mediation of privacy in

conjunction with or separately with the mediation of Trust. Privacy is the claim of a person to

determine where, how, when and to what extent their information is shared with others on the

SNW. It is the evaluation of an individual's awareness and assessment of risks regarding privacy

abuse. According to Lanier and Saini (2008), privacy concern is a feeling of unease related to the

person's privacy. Privacy concern is also described as a concern of an individual to have on the

violation of his/her privacy and accessibility of the private information and how it will be used

but is considered as a potential mediator to the Big Five personality traits: a) conscientiousness,

b) extraversion, c) agreeableness d) openness and d) neuroticism. Moreover, the technological

evolution of the Internet and social networking sites (SNWs), has created information sharing

which has increased the privacy concern of an individual. Therefore, the topic has interested

many academicians and researchers in discussing the issue of privacy as a mediator and studying

user privacy concern.

27
Moreover, several studies examined the impact of information sharing and privacy options

on social networking sites on the privacy concern of users. For example, the study of Gross and

Acquisti (2015) conducted research that included 4,000 undergraduates' participants who use

Facebook to find out their information sharing behavior on social networking sites and privacy

concern. The study revealed that many students faced attacks on different aspects of privacy, but

only a few undergraduates attempted to change the privacy of their social media accounts. The

study of Preibusch, Hoser, Gürses, & Berendt (2007) showed that individuals with trust issues

and significant privacy concerns do not involve in social media activities. The study further

indicated that there are a limited number of privacy options available on social networking sites,

which do not offer any alternative to users to control their privacy and manage conflicts.

Further research by Torkjazi (2009) was conducted in a comprehensive analysis by

evaluating 360,000 MySpace profiles. The study discovered that the number of inactive profiles

increased a significant amount from 2006 to 2007. On the other hand, active accounts grew

linearly. The study's findings attributed privacy concern as the cause due to inactive profiles on

MySpace. The data from 2007 to 2008 also revealed that the active accounts grew linearly, and

the inactive profiles had a higher slope.

Shin (2010) evaluated privacy concern based on the user's behavior and found that the

users showing a negative attitude towards social networking sites had a high level of privacy

concerns. The study also proposed that social networking sites should develop a strong privacy

policy so that users develop a positive attitude towards social media and have less privacy

concern. Lin & Lu (2011) proposed that trust and privacy have a positive impact on the social

media usage and information sharing behavior, where trust played a role of mediator in a

relationship of privacy and social media usage behavior. Since trust and privacy are important in

28
direct communication and the establishment of a relationship, similarly privacy and trust have

been used significantly in several studies (Goettke & Christiana, 2007). In addition, Dwyer,

Hiltz, & Passerini (2007) conducted a detailed study comparing users' views on privacy concern

and trust, and their effect on user readiness to share information and make new friends on social

networking sites. The study included two famous social networking sites of MySpace and

Facebook. The study explored the impact of privacy concern and trust in sharing behavior on

social media. The results showed that the users of both websites depicted a similar degree of

privacy concern but had different levels of trust and exposure on these websites. The research

also showed that people would make new friends on these websites when trust and privacy

concern is strong.

In research by Almadhoun, Dominic, & Woon (2011) the influence of security and privacy

concern was analyzed on an individual's acceptance towards social networking sites. The results

of the research revealed that security and privacy concern have a positive influence on trust and

behavioral intentions towards social networking sites. In contrast, the study of Cha (2010) found

a negative relationship between privacy concern and usage behavior towards social media. The

research further revealed that privacy concern has no significant impact on some people using

social networking websites. The above-cited studies provide an understanding of different

aspects of privacy concern in the context of social networking sites usage; therefore, privacy

concern is used as an important variable that will be explored in this research.

Further exploratory studies by Park, et al., (2014), and Kern, et al., (2014) posited that

privacy concern as the most indirect relationship with behavioral intentions. It was extensively

studied that privacy concern has an impact on attitude, which in turn determines the user's

behavior toward social networking sites. Privacy concern is one of the behavioral beliefs

29
similarly to personality trait affecting the attitude of a person (Almadhoun, et al., 2011). Few

studies suggest that privacy concern in social networking sites lead to a negative attitude towards

social media, which in turn negatively impacts behavior (Almadhoun, et al., 2011; Gupta &

Dhami, 2015; Shin, 2010). Privacy concern is also referred to as a type of perceived risk. There

are several researchers highlighting risk in using social media from a technical perspective based

on different security issues related to risk protection. According to Mannuka & Jarvi, (2014),

perceived risk has a strong impact on how users perceive value, and therefore, negatively

impacts perceived benefits. Perceived risk also reduces the perceived advantages of a specific

result of decision-making, which leads to a significant reduction in behavioral intentions. Risk

can be divided into social risk, security risk, and time risk. Social media users can opt out of

information which deemed risky (Chen, et al., 2011), including engagement behavior in social

media (Luo, et al., 2010).

The current literature and empirical research show that individuals anticipating a

significant threat will take measures to avoid those threats including taking protective measures

or refraining from risky actions (Herath, et al., 2014). In the social media environment, if the

individual perceives threats and risks in using social networking websites, it is most likely that he

or she will stop using those websites. If individuals perceive fewer threats and risks in using

social networking websites, it is most likely that he or she will continue using those websites.

Trust
Trust is defined as the second of two mediation factors which can be defined as a readiness

of one party to rely on the actions of another party based on the expectation that the other party's

efforts will be according to the trust (Almadhoun, et al., 2011). Trust may play an important role

30
as mediator in determining whether a person is concerned about his/her privacy or not (Tsoi &

Chen, 2011). Trust will be explored as a potential mediating variable in this quantitative analysis.

Trust also defines the user's behavior towards social networking websites if an individual were

concerned about the fact that a third party uses information; thus he/she will not trust the social

networking site and as a result not provide his personal information. As such, the trust will also

affect an individual's degree of gratification when using social networking sites. This suggests

that the user's trust is determined by the privacy concern of that user, which in turn predicts his

social media behavioral intentions and social gratification. Fogel and Nehmad (2009) studied the

impact of privacy concern on behavioral intentions towards social networking sites and

discovered that privacy concern positively influences the future behavioral intentions toward

social media. The study further concluded that males have less privacy concern compared to

females, and therefore they share personal information more readily on social networking sites

compared to women.

With the exponential growth of social media usage that allows interacting socially any time

of a day, there are risks, and concerns involved in using those media. Therefore, trust plays an

important role in the online environment for the usage of social networking sites (Chellappa,

2008). Many people have disapproved of social media due to the lack of trust in website security.

Trust is present when one party is sure that the second party in an exchange relationship is

reliable (Luo, et al., 2011). Trust has been studied and tested for social media usage behavior in

different contexts. Research conducted on the internet environment has demonstrated that trust is

a critical factor in adopting new technology as well as intentions to use it further. It is a

significant construct for the formation of positive behavioral intentions to use social media in the

future (Cheung, et al., 2011; Chiu, et al., 2006).

31
Furthermore, trust is an essential factor when there is a slight chance of risk (Pavlou,

2012). It is the basis of an exchange between two parties that continues the engagement and

exchange. This study will explore the impact of trust as a mediator between the Big Five

personality traits and behavioral intentions. The concept of trust comes with numerous aspects.

Trust has a vital role in determining information sharing and establishing new relationships when

having face-to-face communication (Fukuyama, 2013). Trust is also considered in anticipation of

perceived risk. High level of trust would result in low perceived risk; on the other hand, a low

level of trust would result in a high-perceived risk. Research on relational exchange showed that

trust is a prerequisite for information sharing behavior because it has lower perceived risks in

sharing private information. Trust will be explored as a potential mediating variable in the

proposed study.

Existing studies show trust as a mediating factor in the research of social media usage. The

study of Gupta & Dhami (2015) reveals trust as a mediating variable in a relationship of

perceived security and privacy with information sharing behavior in a social media context. The

security options provided by social networking sites are also an important factor in establishing

trust and the belief that the experience will be secure. The Gupta & Dhami (2015) study

suggested that privacy has no direct effect on behavioral intentions, but privacy has a significant

impact on trust, which in turn determines behavioral intentions toward social media. The study of

Yaseen, Dajani & Fadhil (2012) also supports the above findings where trust acts as a mediating

variable in the relationship between privacy concern and behavioral intentions towards social

media.

Moreover, studies related to the five personality traits and social media usage indicate that

trust acts as a mediating factor between them. A study conducted by Gerris, Delsing, and Oud

32
(2010) examined the impact of personality trait on behavioral intentions by studying trust as a

mediating variable. The results showed that agreeableness is the strongest predictor of trust,

which in turn affects behavioral intentions towards social media. Similarly, a study discovered

that conscientiousness has a positive impact on perceived trust. In line with the finding of Gerris,

Delsing, and Oud (2010), Ping, Mujtaba, Whetten, & Wei, (2012) also found a positive

relationship between conscientiousness and trust. This shows that an individual with a high level

of conscientiousness tends to trust social networking sites and has a positive behavior toward

social media. This supports the selection of three variables of conscientiousness, agreeableness

and extraversion but all the Big Five personality traits will be examined in this study.

Establishment of trust in the context of perceived risk in the social media environment is

very limited. While signing up for any social networking site, users must share their personal

information to create an account. By sharing personal information, users surrender their privacy

to those websites who use personal data. (Tsoi & Chen, 2011), highlighted that an individual's

interaction with the SNWs providers, surrounding social contracts, which is not often stated, and

therefore, there needs trust in the service provider. Previous studies have not provided enough

evidence that websites misuse the information of an individual to benefit the third party.

However, Facebook was discovered as the website which shares user information with

companies for advertisement purpose. The literature proves that perceived risk has a strong

impact on trust. Low levels of perceived risk mean a high level of trust and vice versa

(Preibusch, et al., 2007). Therefore, trust is an important mediating factor in determining

behavioral intentions.

Hypothesis:

33
H1a: Conscientiousness will have a negative impact on behavioral intentions when mediated by

trust such that high levels of conscientiousness will lead to lower trust which will have a direct

negative effect on behavioral intentions.

H1b: Conscientiousness will have a negative impact on behavioral intentions when mediated by privacy

concerns such that high levels of conscientiousness will lead to higher privacy concerns which will have

a direct negative effect on behavioral intentions.

H2a: Extraversion will have a significant positive impact on behavioral intentions when mediated by

trust such that high levels of extraversion will lead to higher trust which will have a direct positive effect

on behavioral intentions.

H2b: Extraversion will have a significant positive impact on behavioral intentions when mediated by

privacy concerns such that high levels of extraversion will lead to lower privacy concerns which will

have a direct positive effect on behavioral intentions.

H3a: Agreeableness will have a significant positive impact on behavioral intentions when mediated by

trust such that high levels of agreeableness will lead to higher trust which will have a direct positive

effect on behavioral intentions.

H3b: Agreeableness will have a significant positive impact on behavioral intentions when mediated by

privacy concerns such that high levels of agreeableness will lead to lower privacy concerns which will

have a direct positive effect on behavioral intentions.

H4a: Openness will have a significant positive impact on behavioral intentions when mediated by trust

such that high levels of openness will lead to higher trust which will have a direct positive effect on

behavioral intentions.

34
H4b: Openness will have a significant positive impact on behavioral intentions when mediated by

privacy concerns such that high levels of openness will lead to lower privacy concerns which will have a

direct positive effect on behavioral intentions.

H5a: Neuroticism will have a negative impact on behavioral intentions when mediated by trust such that

high levels of neuroticism will lead to lower trust which will have a direct negative effect on behavioral

intentions.

H5b: Neuroticism will have a negative impact on behavioral intentions when mediated by privacy

concerns such that high levels of neuroticism will lead to higher privacy concerns which will have a

direct negative effect on behavioral intentions.

Figure 1

Privacy Concerns
Personality Traits
   
 
Conscientiousness

Extraversion

Behavioral
Agreeableness Intentions

Openness
Trust Towards
SNWs
Neuroticism  

35
Theoretical Foundation
This study will use Social Cognitive Theory as theoretical frameworks while exploring

other theories such as Social Monitoring Theory and Regulatory Focus Theory to help build the

foundation for the research.

Social Cognitive Theory


Social cognitive theory is one of the theories used as a theoretical framework of the study

to evaluate the motivation, actions, and thoughts that includes an interrelated framework of

causality where behavior, reasoning, and other individual factors, and the environment impacts

all function as integrating factors affecting each other bi-directionally. Bandura's (1986)

developed social cognitive theory to provide an autonomous for examining the human

determinants and mechanisms effects. Human behavior has been explained in terms of

unidirectional causation, in which behavior is shaped and controlled either by environmental

influences or by internal dispositions. The social cognitive theory explains psychosocial

functioning in terms of three-way reciprocal causation of behavior, cognition and the

environment (Bandura, 1986, 2001). In social media and communications informing, enabling,

motivating, and guiding participants assume systems have two pathways, which promote

changes. As such, social media influences are used to link participants to social networks and

community settings. These places provide continued personalized guidance, as well as natural

incentives and social support for desired behavioral change (Bandura, 1997, 2001).

While the role of regulatory focus theory represented the consideration of how a second

theory may affect the relationship between two other variables, regarding people's perceptions in

a decision-making process and effect in motivation, may be confusing. As such in research, there

36
was potential confusion with regulatory relevance, message matching and nonverbal

communications and persuasion. While the theory has noteworthy implications for increasing

the value of life, the right "fit" experience may satisfy a committed outcome and feel right about

what they are doing in the way they are doing it. However, consecration may be construed to the

expected mediation effect of building trust in managing consumer information exchange. It was

not an applicable secondary theory in this study as constructed by this investigator while social

cognitive theory appears to more directly assess the dominate of variables cognition and

behavior under investigation (Bandura, 2001; Dholakia, Gopinath, Bagozzi, & Nataraajan, 2006;

Higgins, 2002; Wirtz & Lwin, 2009; Werth & Foerster, 2007).

The Baron and Kenny (1986) mediation model has been highly regarded and widely used

in psychological research, which includes several requirements that must be met to form a true

mediation relationship. A mediator variable explains the relationship between two other

variables. Mediators may explain how a variable account for the relationship between the

predictor and criterion. Mediators explain how physical events assume internal psychological

importance (Baron & Kenny, 1986). There are seven reasons supporting the use of mediating

variables in intervention research, which included the following: (a) mediation analysis provided

a check on the intervention effect of trust in the mediating variable that is was intended to

change, (b) information to identify successful or unsuccessful intervention components, (c) an

invalid mediator to detect a change such as lack of trust, (d) assessment of behavior change by

which the intervention factor achieved the desired effect on the outcome, (e) refined theory by

testing to prove or disprove through causal inferences, and (f) practical implications whether an

intervention should be continued was too expensive to use to effect an outcome (MacKinnon,

2011).

37
The social cognitive theory is based on personal and group behavior, which is also known

as social learning theory (Pincus, 2004). It is a model widely recognized to help determine

behavior and evaluates why a person engages in a particular behavior. The theory suggests that

behavior is analyzed through a person's expectancy towards the outcome of the behavior, driven

by their experience and can be intervened by the observations (La rose & Eastin, 2008).

Therefore, the underlying concept of this theory is that people can affect their behavior

(McCormick & Martinko, 2004).

Due to the dynamic nature of the Social Cognitive Theory, it has been used throughout

various disciplines because it postulates that human behavior is continuously changing. The

theory is also applied in the context of technology and the internet (Robert & Jennifer, 2014).

The major transformation of the internet environment suggests that social cognitive theory is an

important theoretical framework to comprehend behavioral intentions (Pelling & White, 2009. ).

The theory supports that the usage of social networking sites involves motivating people to make

sure that they have the necessary knowledge and positive attitude when using social networking

websites. Lee and Ma (2012) found that personality plays a vital role in determining the behavior

of a person in the social media environment. Since social media environment is comprised of

different types of people who are involved in different activities, risky behavior, or may possess

antisocial tendencies, it is reasonable to assume that behaviors are determined by user personality

traits, perceived risks, and privacy concerns (Pincus, 2004).

Social cognitive theory suggests a person's conduct mainly affects the behavior and

expectations through the direct, indirect, and collective experiences of the behavior (Bandura,

2002). In addition, to examine expected outcomes, the theory explores several factors that affect

an individual's behavior. It is safe to say that various constructs, such as privacy concern, trust,

38
and attitude of an individual have an impact on social media usage. In past studies, the theory

has been used in finding determinants of internet usage behavior (LaRose & Eastin, 2004).

Thus, it merits examining social cognitive theory's applicability to social media usage

behavior by comparison or contrast with previous findings. This study is attempting to explore

the social cognitive perspective as an antecedent of social media behavior. This study is

expected to highlight social cognitive theory as an alternative perspective in explaining social

media usage behavior. Moreover, the theory's generalizability is anticipated to be corroborated

by an evaluation of the proposed model alongside other forms of media usage behavior. An

individual's expectation towards the outcome is required in predicting specific individual

behavior, such as sharing, posts, commenting, and liking content on social media (Cao & Su,

2016). Therefore, the social cognitive theory provides an important theoretical foundation for the

study.

Consideration was given to the assessment for another relevant theory social monitoring

theory (SMT) to help provides the theoretical basis of the study. Social monitoring theory refers

to the way people monitor their behavior, expressions, thinking, and personality (Snyder, 1974).

This investigator determined that SMT would not be included in the analysis and relationship

between the constructs and mediation factors. The theory of SMT further defines five types,

which are motivation, courtesy, skill, use of the ability, and behavior (Fuglestad & Snyder,

2010). Both high and low self-monitor are different from each other based on these dimensions,

which may be explored in future research and studies, by this investigator. As such, SMT is

defined as the ability to regulate behavior to accommodate social change and social situations

possibly influenced by the notion of how other people or individuals may perceive their actions.

This was founded on the belief that people are sensitive to what they see and not see. In addition,

39
According to self-monitoring theory, individuals differ in the extent to which people are

willing and able to control their self-expression in many social situations, as they see fit

depending on the perceived circumstance. Others may be actors or politicians in their ability to

find the appropriate dialogue for a range of quite different social situations with "chameleon-

like" ease; they present the right image for the right audience, whiles do not change Mehra,

Kilduff, & Brass, 2016).

Mediation
The above literature review discussed social media channels, behavioral intentions of

people, and the influence of different personality traits on the behavioral intentions of social

media users (Boekaerts & Niemivirta, 2000). Moreover, a mediator variable describes the

relationship between two other variables. Mediators may explain how a variable account for the

relationship between the predictor and condition. Mediators explain how physical events assume

internal psychological importance (Baron & Kenny, 1986). In addition, mediator variables such

as self-efficacy in this research specify how and why a particular relationship took place and

described the psychological processes that created the dynamic connection (i.e., beliefs,

emotions, feelings, behavior) by an individual that may lead to a specific behavior. A single

mediating model represented the addition of a third variable (M) as an X affects Y in the causal

sequence. As such, X caused changes in the mediator (M) which in turn caused a change in Y.

Mediating variables were central to the field of healthcare and Medication Adherence to

understand the process by which independent variable such as trust was related to

conscientiousness, agreeableness, and extraversion with a possible effect on behavioral

intentions (MacKinnon, 2011). Graphically, mediation could be illustrated as follows:

40
a b
X M Y

The use of social media platforms is deduced to understand the changing behaviors and trust of a

person, which is not just momentary, but also it can lead the person to act emotionally and

improve the relationships with other people. Different personality traits influence the sales and

services of brands and businesses, and active and extrovert people are more likely to buy

products online compared to people who are less open and introvert. Preibusch & Hoser, (2007)

showed that the personality aspects that increase the trust of individuals toward social media

content and information support the behavioral intentions of the people. It leads people to have a

higher level of trust towards the content and users on social networking sites (Akter, 2014). To

understand the levels of trust of a person as it relates to their behavioral intentions, the following

model and hypotheses will be tested.

1. X predicting Y to test for significance of c alone, where X is the independent variable and Y is the

predicted value of the Dependent variable of Behavioral Intentions.

2. X predicting M (mediation of trust and/or privacy) to test for significance of pathway a,

where M is the intervening variable or Mediator (trust and/or privacy).

41
3. M (Mediation of trust and/or privacy) predicting Y to test for significance of pathway b, alone,

where M is the mediator of the indirect effect on the Dependent variable of Behavioral Intentions.

4. Analysis of X and M predicting Y will include variables of X followed by M (trust and/or privacy)

as a predictor (X) and the coefficient of the second predictor (M).

5. If M (trust and/or privacy) are significant mediators, the relationship between X and Y

should be reduced or eliminated when M is entered in the relationship. (Field, 2009;

Holmbeck, 2006; Wuensch, 2013).

Summary
This study will use Social Cognitive Theory as theoretical frameworks, while

exploring other theories such as Social Monitoring theory and Regulatory Focus Theory to build

the foundation for the proposed research. The chapter also showed the review of the relevant

literature by providing empirical evidence of relevant variables. Hypotheses to be tested are also

highlighted in the chapter. The next chapter outlines the research methodology to provide

techniques and approaches utilized in this proposed research.

Chapter 3:

Proposed Research Methodology


Introduction
This research will be based on positivism philosophy to determine the relationship between

the Big Five personality traits (Conscientiousness, Extraversion & Agreeableness, Neuroticism

and Openness) and the use of social media. To understand the impact personality traits on Social

42
Network Websites (SNWs) user behavioral intentions and the mediating effect trust and privacy

concerns on behavioral intentions, primary data will be collected via an online survey. More

specifically, quantitative data will be collected pertaining to individual personality traits and

related participation with social media using deduction and induction methods (Blumberg, et al.,

2008). This design allows the use of closed-ended questions. While open-ended data-driven

questions are well established in large data sets, this investigator of large datasets combined with

established psychological theory will measure significant with recognized Likert scale format in

quantitative examination to further understand the human psyche in the use of social media

websites (Kern, et al., 2014).

The survey will be created using the electronic survey platform Qualtrics and distributed

using M-Turk, an Amazon provider that administers surveys to its pool of active consumers. The

participant will be paid $1 each for their participation. The survey will aim to garner responses

from adults 18+ with a sampling of approximately 300 participants of SNWs such as Facebook,

Twitter, LinkedIn, Instagram, Snapchat, etc. Data will be collected for three weeks.

Respondents will have the ability to provide consent prior to taking the survey. The survey will

begin with a statement guaranteeing participants of full confidentiality and will explain the

purpose of the study and how their participation will be used for science. Although participants

are aware the survey is for an academic research project, they are not privy to the intent of the

survey. This information will be intentionally withheld to avoid bias in the responses.

Questionnaire
The objective of this research is to understand the relationship between the Big Five

personality traits (Conscientiousness, Extraversion & Agreeableness, Neuroticism and Openness)

43
on behavioral intentions using social media and the effect of mediating variables such as privacy

concerns and trust. The online questionnaire will consist of closed-ended questions to facilitate

the collection of data and the statistical analysis of data. The questions are close-ended usually;

therefore, it is easy to analyze and interpret the responses from the respondents. In addition, it is

considered as a cost-effective and time-saving method, which can survey many sample sizes.

Questionnaires are distributed to 300-targeted respondents during a three-week time-period.

The questionnaire includes two sections. Section A captures demographic information;

gender and age. In addition, two questions will be related to possible moderating variables of the

study, specifically, the type of SNWs and time spent on SNWs. The questions of moderating

variables are multiple response questions where the respondent can provide multiple answers.

The survey asks respondents to identify the social networking sites they actively use: Facebook,

Twitter, Snapchat, Instagram, WhatsApp, YouTube, and LinkedIn and the time spent on sites. In

Section, B constructs will be measured. All scale items in this study will be on a 5-point Likert-

type scale, ranging from 1=" strongly disagree'' to 5=‘‘strongly agree.'' Participants will be asked

to rate the extent to which they agree or disagree with each statement.

Scales
The following scales will be used for measuring the data collected from the survey: The

International Personality Item Pool (IPIP) and NEO Personality Inventory to evaluate the type of

personality of the respondent. Thirty items will be used to identify the different personality type

with relationship to behavior and the possible effect of trust as a mediator. Moreover, the

respondents will be asked to indicate the level of agreement with the statements that describe

them. The IPIP was constructed by (Goldberg, et al., 2006) & Costa, P. T., Jr., & McCrae, R. R.

44
(1992) NEO Personality Inventory (NEO PI-R scales were created and later revised by many

other authors including (Tan, et al., 2012) and Osatuyi, B (2015). There are question items

related to each personality trait i.e. openness, conscientiousness, extraversion, agreeableness, and

neuroticism. The investigation will include relevant traits: consciousness, extraversion and

agreeableness. Items related to privacy concern will be taken from the study of (Tan, et al.,

2012). Behavioral Intentions items will come from (Ramdani, 2014; Tan, et al., 2012).

Additionally, items related to Trust will be taken from Dwyer et al. (2007) & Ramadani (2014),

See Appendix A Section B.

Accuracy of the Study


Confirmatory factor analysis will be performed using IBM SPSS statistical software to assess the

reliability and validity of the variables in the study. AMOS statistics software will be used for

structural equation modeling to test the relationship of the variables within the model.

Appendix A – Questionnaire

SECTION A: GENERAL INFORMATION


1. Respondent’s Gender:

 Male

 Female

2. Respondent’s Age:

 18 – 24

 25 – 34

 35 – 44

 45 – 54

45
 55 – 64

 65+

3. Type of SNWS used: (Mark Multiple answers if applicable)

 Facebook

 Twitter

 Snapchat

 Instagram

 WhatsApp

 YouTube

 LinkedIn

4. Time spent on using social media (Ramadani, et al. (2014)

 Less than 10 minutes

 10-30 minutes

 30 minutes – 1 hour

 More than 1 hour

SECTION B: CONSTRUCT MEASUREMENT


The following phrases describe people's behaviors. Please use the rating scale below to

describe how accurately each statement describes you. Describe yourself as you generally are

now, not as you wish to be in the future. Describe yourself as you honestly see yourself, in

relation to other people you know of the same sex as you are, and roughly your same age. So that

you can honestly describe yourself, your responses will be kept in absolute confidence.

46
Please read each statement carefully, and then click on the bubble that corresponds to your

response on the scale.

S D N A SA

STATEMENT D
BIG FIVE PERSONALITY - (GOLDBERG, ET AL., 2006; TAN, ET AL., 2012) AND
BABAJIDE OSATUYI (2015) INTERNATIONAL PERSONALITY ITEM POOL
HTTP://IPIP.ORI.ORG

CONSCIENTIOUSNESS
1. Am always prepared 1 2 3 4 5
2. Pay attention to details 1 2 3 4 5
3. Get chores done right away 1 2 3 4 5
4. Like order 1 2 3 4 5
5. Follow a schedule 1 2 3 4 5
6. Make plans and stick with them 1 2 3 4 5

EXTRAVERSION
7. Feel comfortable around people 1 2 3 4 5
8. Make friends easily 1 2 3 4 5
9. Start conversations 1 2 3 4 5
10. Talk to a lot of different people at parties 1 2 3 4 5

11. Don’t mind being the center of attention


12. Don’t talk a lot 1 2 3 4 5
AGREEABLENESS
13. I am interested in people 1 2 3 4 5
14. Sympathize with others’ feelings 1 2 3 4 5
15. Have a soft heart 1 2 3 4 5
16. Take time out for others 1 2 3 4 5
17. Feel others’ emotions 1 2 3 4 5
18. Make people feel at ease 1 2 3 4 5
OPENNESS
19. Have a vivid imagination 1 2 3 4 5

47
20. Do not like poetry 1 2 3 4 5
21. Avoid philosophical discussions 1 2 3 4 5
22. Enjoy wild flights of fantasy 1 2 3 4 5
23. Can say things beautifully 1 2 3 4 5
24. Am not interested in abstract ideas 1 2 3 4 5
25. Enjoy thinking about things 1 2 3 4 5
26. Do not enjoy going to art museums 1 2 3 4 5
NEUROTICISM
27. Feel comfortable with myself 1 2 3 4 5
28. Often feel blue 1 2 3 4 5
29. Get stressed out easily 1 2 3 4 5
30. Am not easily bothered by things 1 2 3 4 5
31. Am relaxed most of the time 1 2 3 4 5
32. Dislike myself 1 2 3 4 5
33. Seldom feel blue 1 2 3 4 5
34. Fear for the worst 1 2 3 4 5
TRUST – DWYER, ET AL., (2007) & RAMADANI ET AL., (2014)
35. I trust that the privacy of my personal information 1 2 3 4 5

is protected by (SNWs) – Dwyer et al (2007)


36. I trust that (SNWs)will not use my personal 1 2 3 4 5

information for any other purpose – Dwyer et al

(2007)
37. I trust the information shared with me by people I 1 2 3 4 5

know through social media channels – Ramadani,

et al. (2014)
38. Social media channels are trusted with personal 1 2 3 4 5

data – Ramadani, et al. (2014)


PRIVACY [CITATION XIN12 \L 1033 ] - TAN, QIN & HSU
39. I am concerned about the negative consequences 1 2 3 4 5

of unknown parties accessing my private

information on this online social network.


40. I am concerned that my private information on the 1 2 3 4 5

online social network may be misused


41. I am concerned that unknown parties have access 1 2 3 4 5

48
to my private information on this online social

network.
BEHAVIOR INTENTION - [CITATION XIN12 \L 1033 ] - TAN, QIN & HSU
42. If I could, I would like to stop using this online 1 2 3 4 5

social network.
43. I intend to continue using this online social 1 2 3 4 5

network.

44. It is my intention to use this online social network 1 2 3 4 5

in the future.

49
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