Individual Differences in Internet Usage Motives

• Main Author: Amiel, Tel
• Other Authors: English
• Format: Others
• Published: Virginia Tech 2014
• Subjects: individual differences; internet; segmentation; usage motives; usability; personality
• Online Access: http://hdl.handle.net/10919/33844; http://scholar.lib.vt.edu/theses/available/etd-07012002-142100/

The relationship between the psychobiological model of personality types (psychoticism, extraversion, and neuroticism) devised by Eysenck & Eysenck (1985) and Internet use and usage motives was examined. A sample of 210 undergraduate students were asked to report on their motives for using the Internet and how often they engaged in a variety of Internet and web-based activities. The findings demonstrate distinctive patterns of Internet use and usage motives for those of different personality types. Specifically, those scoring high in neuroticism reported using the Internet to feel a sense of â belongingâ and to be informed. Extraverts rejected the communal aspects of the Internet, and made more instrumental and goal-oriented use of Internet services. Finally, those scoring high in psychoticism demonstrated an interest in more deviant, defiant, and sophisticated Internet applications. The role of personality in audience segmentation research is discussed along with implications of the findings in usability and interface design. Suggestions for future research are included. === Master of Arts