Skip to main content
SpringerLink
Log in
Book cover

Recent Advances in Information and Communication Technology pp 145–155Cite as

A Pilot Study on the Effects of Personality Traits on the Usage of Mobile Applications: A Case Study on Office Workers and Tertiary Students in the Bangkok Area

  • Conference paper

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 265))

Abstract

Recent research suggests that the “big five personality traits” influence the purchasing and usage preferences of mobile application. However, the impact of monetizing of applications and personality traits has so far been largely unattended. We have therefore extended our research to cover monetizing models of mobile applications. In this paper, we aim to enhance the understanding of the relationship between the “big five personality traits” and the usages and purchase intention of mobile applications in difference categories. Our initial data for the pilot study consists of 173 individuals, collected from smart device consumers who live in Bangkok, Thailand. Pearson’s correlation and multiple linear regressions were used to analyze the data. The initial results indicate that some personality traits are associated with the usages and intention to purchase mobile applications. It is highly possible to conclude from the data that conscientious persons placed more intention to use productive applications. Specifically, this personality trait has a positive relationship with utilities, education, business and maps and navigation. Neuroticism reported only significant relation with in-app purchase in utilities applications. Agreeableness showed no significance during our regressions analysis. The most widely used paid application among all traits is entertainment. The findings of this pilot study will serve as indicators for the direction of our planned future research in this field.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   129.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   169.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. ITU: ITU World Telecommunication/ICT Indicators database, http://www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2013.pdf

  2. Research, A.B.I.: The Mobile App Market will be Worth $27 Billion in, as Tablet Revenue Grows (2013), https://www.abiresearch.com/press/the-mobile-app-market-will-be-worth-27-billion-in-

  3. Gu, X., Xu, Z., Wang, T., Fang, Y.: Trusted Service Application Framework on Mobile Network. In: Gu, X., Xu, Z., Wang, T., Fang, Y. (eds.) 2012 9th Int. Conf. Ubiquitous Intell. Comput. 9th Int. Conf. Auton. Trust. Comput., pp. 979–984 (2012)

    Google Scholar 

  4. Charland, A., LeRoux, B.: Mobile Application Development: Web vs. Native. Queue 9, 20 (2011)

    Article  Google Scholar 

  5. Holzer, A., Ondrus, J.: Mobile application market: A developer’s perspective. Telemat. Informatics 28, 22–31 (2011)

    Article  Google Scholar 

  6. Liu, C., Zhu, Q., Holroyd, K.A., Seng, E.K.: Status and trends of mobile-health applications for iOS devices: A developer’s perspective. J. Syst. Softw. 84, 2022–2033 (2011)

    Article  Google Scholar 

  7. Lane, W., Manner, C.: The Influence of Personality Traits on Mobile Phone Application Preferences. J. Econ. Behav. Stud. 4, 252–260 (2012)

    Google Scholar 

  8. Chittaranjan, G., Blom, J., Gatica-Perez, D.: Who’s Who with Big-Five: Analyzing and Classifying Personality Traits with Smartphones. In: 2011 15th Annu. Int. Symp. Wearable Comput., pp. 29–36 (2011)

    Google Scholar 

  9. Valentine, C.W.: Personality—A Psychological Interpretation by Gordon W. Allport, pp. xiv + 588. Constable, London (1943); Br. J. Educ. Psychol. 13, 48–50 (1943)

    Google Scholar 

  10. McCrae, R.R., John, O.P.: An introduction to the five-factor model and its applications. J. Pers. 60, 175–215 (1992)

    Article  Google Scholar 

  11. Costa, P.T., MacCrae, R.R.: Psychological Assessment Resources, I.: Revised NEO Personality Inventory (NEO PI-R) and NEO Five-Factor Inventory (NEO FFI): Professional Manual. Psychological Assessment Resources (1992)

    Google Scholar 

  12. Donnellan, M.B., Oswald, F.L., Baird, B.M., Lucas, R.E.: The mini-IPIP scales: tiny-yet-effective measures of the Big Five factors of personality. Psychol. Assess. 18, 192–203 (2006)

    Article  Google Scholar 

  13. Goldberg, L.R., Johnson, J.A., Eber, H.W., Hogan, R., Ashton, M.C., Cloninger, C.R., Gough, H.G.: The international personality item pool and the future of public-domain personality measures. J. Res. Pers. 40, 84–96 (2006)

    Article  Google Scholar 

  14. John, O.P., Srivastava, S.: The Big Five trait taxonomy: History, measurement, and theoretical perspectives. In: Pervin, L.A., John, O.P. (eds.) Handbook of Personality: Theory and Research, pp. 102–138. Guilford Press, New York (1999)

    Google Scholar 

  15. Saucier, G.: Mini-Markers: A Brief Version of Goldberg’s Unipolar Big-Five Markers. J. Pers. Assess. 63, 506–516 (1994)

    Article  Google Scholar 

  16. Tsaousis, I., Kerpelis, P.: The Traits Personality Questionnaire 5 (TPQue5). Eur. J. Psychol. Assess. 20, 180–191 (2004)

    Article  Google Scholar 

  17. Cooper, A.J., Smillie, L.D., Corr, P.J.: A confirmatory factor analysis of the Mini-IPIP five-factor model personality scale. Pers. Individ. Dif. 48, 688–691 (2010)

    Article  Google Scholar 

  18. Gosling, S.D., Rentfrow, P.J., Swann, W.B.: A very brief measure of the Big-Five personality domains. J. Res. Pers. 37, 504–528 (2003)

    Article  Google Scholar 

  19. Bernard, L., Walsh, R., Mills, M.: Ask once, may tell: Comparative validity of single and multiple item measurement of the Big-Five personality factors. Couns. Clin. Psychol. J. 2, 40–57 (2005)

    Google Scholar 

  20. Aronson, Z.H., Reilly, R.R., Lynn, G.S.: The impact of leader personality on new product development teamwork and performance: The moderating role of uncertainty. J. Eng. Technol. Manag. 23, 221–247 (2006)

    Article  Google Scholar 

  21. Woods, S., Hampson, S.: Measuring the Big Five with single items using a bipolar response scale. Eur. J. Pers. 390, 373–390 (2005)

    Article  Google Scholar 

  22. Baldasaro, R.E., Shanahan, M.J., Bauer, D.J.: Psychometric properties of the mini-IPIP in a large, nationally representative sample of young adults. J. Pers. Assess. 95, 74–84 (2013)

    Article  Google Scholar 

  23. Credé, M., Harms, P., Niehorster, S., Gaye-Valentine, A.: An evaluation of the consequences of using short measures of the Big Five personality traits. J. Pers. Soc. Psychol. 102, 874–888 (2012)

    Article  Google Scholar 

  24. Shafer, A.B.: Brief Bipolar Markers for The Five Factor Model of Personality. Psychol. Rep. 84, 1173–1179 (1999)

    Article  Google Scholar 

  25. Apple Press: Apple - Press Info - Apple’s App Store Marks Historic 50 Billionth Download, http://www.apple.com/pr/library/2013/05/16Apples-App-Store-Marks-Historic-50-Billionth-Download.html

  26. (IAB):IABinternetadvertisingrevenuereport, http://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_HY_2013.pdf

  27. Srisawatsakul, C., Papasratorn, B.: Factors Affecting Consumer Acceptance Mobile Broadband Services with Add-on Advertising: Thailand Case Study. Wirel. Pers. Commun. 69, 1055–1065 (2013)

    Article  Google Scholar 

  28. Svendsen, G.B., Johnsen, J.-A.K., Almås-Sørensen, L., Vittersø, J.: Personality and technology acceptance: the influence of personality factors on the core constructs of the Technology Acceptance Model. Behav. Inf. Technol. 32, 323–334 (2013)

    Article  Google Scholar 

  29. Cortimiglia, M., Ghezzi, A., Renga, F.: Mobile Applications and Their Delivery Platforms. IT Prof. 13, 51–56 (2011)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Requirement Engineering Laboratory, School of Information Technology, King Mongkut’s University of Technology Thonburi, Bangkok, Thailand

    Charnsak Srisawatsakul & Borworn Papasratorn

  2. Faculty of Computer Science, University of Vienna, Vienna, Austria

    Gerald Quirchmayr

Authors
  1. Charnsak Srisawatsakul
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Gerald Quirchmayr
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Borworn Papasratorn
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Charnsak Srisawatsakul .

Editor information

Editors and Affiliations

  1. Faculty of Information Technology, King Mongkut's University of Technology North Bangkok, Bangkok, Thailand

    Sirapat Boonkrong

  2. Lehrgebiet Kommunikationsnetze, University of Hagen, Hagen, Germany

    Herwig Unger

  3. Faculty of Information Technology, King Mongkut's University of Technology North Bangkok, Bangkok, Thailand

    Phayung Meesad

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Springer International Publishing Switzerland

About this paper

Cite this paper

Srisawatsakul, C., Quirchmayr, G., Papasratorn, B. (2014). A Pilot Study on the Effects of Personality Traits on the Usage of Mobile Applications: A Case Study on Office Workers and Tertiary Students in the Bangkok Area. In: Boonkrong, S., Unger, H., Meesad, P. (eds) Recent Advances in Information and Communication Technology. Advances in Intelligent Systems and Computing, vol 265. Springer, Cham. https://doi.org/10.1007/978-3-319-06538-0_15

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-06538-0_15

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-06537-3

  • Online ISBN: 978-3-319-06538-0

  • eBook Packages: EngineeringEngineering (R0)

Publish with us

Policies and ethics

Search

Navigation