How Does Personality Matter? An Investigation of the Impact of Extraversion on Individuals' SNS Use

The fast proliferation of social networking sites (SNS) offers Internet users new possibilities for developing and maintaining their social network. Despite a growing interest in SNS, less research attention has been paid to SNS usage from the perspective of personality, that is, the Big Five personality traits. This study develops a model to elucidate how extraversion, an important dimension of personality, affects the perceptions of SNS users and their continuance intention. The research model is empirically tested with answers gained from 221 usable questionnaires. The results indicate that extraversion positively affects perceived satisfaction, supplementary entertainment, and critical mass directly, and indirectly influences both playfulness and SNS continuance intention.