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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

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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.

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Acknowledgements

This research was funded in partly by the National Natural Science Foundation of China (71772162), Contemporary Business and Trade Research Center, and the Collaborative Innovation Center of Contemporary Business and Trade Circulation System Construction of Zhejiang Gongshang University (16YXYP01), Provincial Level or Above Autonomous Setup Teaching Project of Management Research Method Course of Zhejiang Gongshang University (1010XJ0513021), Special Funds Project for Promoting the Level of Running Local Colleges and Universities in Zhejiang Province (Interdisciplinary Innovation Team Building of Internet and Management Change). This research is the achievement of New Key Specialized Think Tank of Zhejiang Province (Zheshang Research Institute).

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  1. College of Business Administration, Management Information Systems Department, University of Sharjah, P.O. Box 27272, Sharjah, United Arab Emirates

    Samar Mouakket

  2. School of Business Administration, Zhejiang Gongshang University, No.18, Xuezheng St., Xiasha University Town, Hangzhou, Zhejiang, People’s Republic of China

    Yuan Sun

  3. Zheshang Research Institute, Zhejiang Gongshang University, 149 JiaoGong road, Hangzhou, Zhejiang, People’s Republic of China

    Yuan Sun

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  1. Samar Mouakket
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Mouakket, S., Sun, Y. Investigating the Impact of Personality Traits of Social Network Sites Users on Information Disclosure in China: the Moderating Role of Gender. Inf Syst Front 22, 1305–1321 (2020). https://doi.org/10.1007/s10796-019-09933-x

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