Effects of SNS user's Personality on Usage patterns and SNS commitment: A case study of Facebook

SNS 이용자의 성격이 SNS 이용유형과 SNS 몰입에 미치는 영향에 관한 연구: 페이스북을 중심으로

The purpose of this study was to examine how college students use Facebook and the ways in which they feel of commitment while using Facebook. The Big Five Personality Model has been considerably used in the psychology fields, and the researchers have started to explore the role of characteristic factors in influencing an individual's use of social media, such as Facebook which has become one of the most popular social networking site in the world. Therefore, the current study aims to specify the links between The Big Five Personality Model and usage patterns as well as commitment of Facebook. Two hundreds thirty five college students participated in a survey and the results are as follows: First, participants who were high in extraversion and agreeableness were more likely to do information sharing activities such as sharing posts to their friends, writing comments on the other's posts. In addition, participants who were high in openness to experience, conscientiousness, and neuroticism were more likely to do information producing activities including offering events, group, or public pages to meet people both on and offline. Second, in terms of the relationship between personality traits and commitment to the Facebook, the study found that extraversion and neuroticism were related to users' commitment to Facebook. These findings are consistent with the existing literature regarding extraversion and neuroticism were representative personality factors when it comes to commitment of media. Specifically, the study found that those who were high in neuroticism were more likely to produce information such as posting photos repeatedly or tagging their friends on posts, and also more likely to feel commitment on Facebook. These findings confirm that personality is a highly relevant factor in determining individual's behavior and the degree of commitment on Facebook. Based on these findings implications and limitations of the study are discussed.

본 연구는 페이스북 이용자의 성격특성이 페이스북 이용유형과 어떠한 관련이 있으며, 페이스북을 실제로 이용하면서 이용자들의 성격에 따라 페이스북 몰입의 정도가 다르게 나타나는 지를 실증적으로 알아보고자 하였다. 페이스북을 가장 활발히 이용하는 대학생들을 대상으로 설문조사를 실시하였으며, 이들의 성격 5요인, 페이스북 이용유형, 그리고 SNS 몰입 척도를 이용하여 측정하였다. 분석결과 외향성과 친화성은 이용유형의 하위요인 중 정보확산에 정적인 영향을 미쳤으며, 개방성, 성실성, 신경증은 정보생산에 유의미한 영향을 미치는 것으로 드러났다. 또한 이용자의 성격 요인이 몰입에 미치는 영향을 살펴본 결과, 외향성은 지속적, 규범적 몰입에 영향을 미치는 것으로 나타났으며, 신경증은 지속적, 규범적, 정서적 몰입 모두에 정적인 영향력을 미치는 것으로 나타났다. 이러한 본 연구의 결과는 페이스북 이용에 있어 이용자의 성격특성에 따라 SNS 이용유형과 몰입의 종류와 정도가 각각 달라질 수 있음을 시사한다.