Investigating the Impact of Personality Traits of Social Network Sites Users on Information Disclosure in China: the Mod
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Investigating the Impact of Personality Traits of Social Network Sites Users on Information Disclosure in China: the Moderating Role of Gender Samar Mouakket 1 & Yuan Sun 2,3
# Springer Science+Business Media, LLC, part of Springer Nature 2019
Abstract Social network sites (SNS) are a very popular method of online communication among university students, where users are willing to share personal and private information with other users. The purpose of this research is to investigate the possible relationships between personality traits, perceived usefulness, perceived enjoyment and information self-disclosure within SNS context. In addition, we extend our framework by investigating the moderating effect of gender on all the proposed relationships in the model. A questionnaire is developed and the convenient sampling technique is used to collect data from university students in China. Structural equation modeling approach is applied to examine the influence of personality traits on perceived usefulness and perceived enjoyment of SNS, which subsequently will positively influence users’ self-disclosure of information on SNS. Our results reveal that some personality traits consider SNS to be useful, while other personality traits consider SNS to be enjoyable. In addition, perceived enjoyment and perceived usefulness have positive influence on users’ disclosure of information on SNS. Furthermore, our findings suggest that gender differences has produced different influences between the different relations in the model. Keywords Personality traits . Social network sites . Information disclosure . Gender
1 Introduction Social networking sites (SNS) are considered one of the most well-known and widespread online social activities worldwide (Hoadley et al. 2010). SNS allow users to develop and maintain a public profile and to share information with others including videos and photos (Ellison et al. 2007; Special and Li-Barber 2012; Pornsakulvanich 2017). SNS users can
* Yuan Sun [email protected]; [email protected] Samar Mouakket [email protected] 1
College of Business Administration, Management Information Systems Department, University of Sharjah, P.O. Box 27272, Sharjah, United Arab Emirates
2
School of Business Administration, Zhejiang Gongshang University, No.18, Xuezheng St., Xiasha University Town, Hangzhou Zhejiang, People’s Republic of China
3
Zheshang Research Institute, Zhejiang Gongshang University, 149 JiaoGong road, Hangzhou Zhejiang, People’s Republic of China
virtually meet people they know as well as strange members, search for information about other users, and join different groups who share common interests (Liu and Brown 2014), which will allow users to develop social relationships within their social network sites (Liu et al. 2016). The characteristics of SNS which allow their users to share with others their private thoughts and activities haveresulted in revealing too much personal information (Trepte and Reinecke 2013; Al-Saggaf and Nielsen 2014; Hollenbaugh and Ferris 2014). Studies
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