Understanding Usage Behavior of Different Mobile Application Categories Based on Personality Traits

Abstract

This study assessed the influence of personality traits on individuals’ mobile application usage behavior in different application categories. In the assessment of personality, this study used the well-known Big Five personality traits taxonomy. The Big Five personality traits were measured by using the Mini-International Personality Item Pool scale. Rather than using participants’ self-reports about their app usage behavior, this study utilized actual app usage data that were collected via app usage tracker installed in the participants’ mobile devices. Instead of focusing on a single category of app, this study assessed the participants’ actual behavior across 10 broad and distinct categories of apps. This study showed that personality traits do play an important role in usage behavior of different mobile application categories. Results of this research show that individuals who are extravert and open to experience are more likely to spend time using photography and video editing-related mobile apps. While emotionally stable individuals are less likely to access social networking apps, conscientious individuals tend to stay away from e-commerce-related apps. This research also found that agreeableness is negatively related with access and usage of health and lifestyle mobile apps as well as Internet searching and browsing apps. Application developers and marketers can use the findings of this research to increase users’ adoption and usage rate of their apps.

The relationship of brand attachment and mobile banking service quality with positive word-of-mouth

“…This situation has increased consumer uncertainty as innovations keep being added to the digital banking offering (Manser Payne et al, 2018). These new types of services have the potential to destabilize some consumers who value receiving banking services via a human agent and feel less comfortable with technology-led banking encounters (Coughlan et al, 2007;Huseynov, 2020). Also, banking technological products (i.e.…”

Curse or Blessing? Combining Personality Traits and Technology Acceptance to Investigate the Intention to Use of Digital Contact Tracing in Germany

“…Even though extraverts use social apps [49], the CWA does not meet any of their needs. Extraverted individuals might refrain from installing the app, as they limit the number of selected apps on their smartphones [31] or because of their optimistic traits, they do not perceive the pandemic as a threat. In this respect, it can be deduced that they have not experienced the CWA's benefits and its usefulness.…”

“…Although not directly observable, personality affects the intention to use and it affects behavior [15,16]. Personality traits are selectively included in acceptance studies [21,22,24,[31][32][33]. By addressing them, it is possible to describe further correlations of technology acceptance [22,32].…”

“…essential promotors and inhibitors [7,8,30,31]. Moreover, this approach addresses the call to investigate the acceptance of DCT [29][30][31], even after the outbreak and when the numbers of infections fall [30].…”

“…essential promotors and inhibitors [7,8,30,31]. Moreover, this approach addresses the call to investigate the acceptance of DCT [29][30][31], even after the outbreak and when the numbers of infections fall [30]. Furthermore, this approach also analyzes the influences of personality traits on technology acceptance research in general.…”