Personality Trait and Social Media Fatigue - The Case of Facebook

• Main Authors: Yi-Ru Huang, 黃依如
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/59270394655870283336

碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 101 === Social networking service (SNS) platforms are changing the way people communicate and interact. Facebook is the most renowned SNS platform, which is utilized by 600 million people per day (Facebook, 2013). Gartner noticed in 2011 that several users showed reduced passion for SNS platforms and lowered the frequency to perform social activities on the platforms (Globalwebindex, 2013). In addition, these users even disabled their account. This phenomenon is known as social media fatigue (SoMeFat). This study examined the relationship between the Five Factor Model (openness, conscientiousness, agreeableness, extraversion, and neuroticism) and SoMeFat. The research participants were Facebook users in Taiwan, and an online questionnaire survey was conducted. A total of 312 valid questionnaires were collected. The results indicated that neuroticism had a positive and significant influence on SoMeFat. Extraversion, agreeableness, and conscientiousness, however, had a negative influence on SoMeFat. Moreover, SoMeFat was identified as the primary cause of fatigue behavior. Its R2 on fatigue behavior reached 48.1%, indicating that SoMeFat is a critical variable that can predict SoMeFat behavior.