نوع مقاله : علمی ـ پژوهشی
نویسندگان
گروه مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
Social media have become vital platforms for human interaction, making the understanding of factors influencing user behavior essential. Among these factors, users’ personality traits significantly shape their motivations and usage patterns. This applied, descriptive-survey, and correlational study explored user personality and online behavior by analyzing the impact of personality traits based on Uses and Gratifications Theory (UGT). The statistical population comprised employees of the Islamic Republic of Iran Railways in the Isfahan region, from which 300 participants were selected via convenience sampling. Data collection instruments included the NEO Five-Factor Inventory and a UGT questionnaire, analyzed through structural equation modeling (SEM) using SmartPLS software. The findings indicated that extraversion positively and significantly influenced awareness and surveillance, entertainment and recreation, and personal relationship development. Moreover, neuroticism and agreeableness significantly affected awareness and surveillance as well as personal identity development. In contrast, conscientiousness showed no significant effect on social media use dimensions. The results demonstrate that personality differences generate distinct user behavior patterns, confirming that Uses and Gratifications Theory provides an appropriate explanatory framework for these behaviors.
کلیدواژهها English
