Title: Exploring the effects of personality characteristics and demographic factors on WeChat involvement among adults

Authors: Hua Pang

Addresses: School of New Media and Communication, Tianjin University, Tianjin, China

Abstract: The primary purpose of the current study is to systematically investigate whether distinct dimensions of personality traits (i.e., extraversion, neuroticism and openness to experience) and demographic variables could predict WeChat use. Based on a web-based survey, data was gathered from 306 Chinese adults. Correlation analysis and multiple hierarchical regressions were performed to address the research questions. The obtained findings indicate that extraversion, neuroticism, and openness to experiences are positively correlated with individuals' WeChat utilisation. Additionally, these results discover that extraverted males and females both tend to utilise this innovative media more frequently. However, only neurotic males incline to be heavier users. Furthermore, the linkage between extraversion and WeChat use is especially crucial among the young adults group. Comparatively, open to new experiences acts as the most significant personality characteristic of WeChat use for the older adult cohort. Overall, the article extends the theories of the big-five by illustrating that personality characteristics are linked with demographic variables in the digital media context.

Keywords: social network site; SNS; WeChat; personality characteristics; demographic factors; adults.

DOI: 10.1504/IJMC.2022.125423

International Journal of Mobile Communications, 2022 Vol.20 No.5, pp.590 - 608

Received: 25 Oct 2019
Accepted: 06 Jan 2021
Published online: 09 Sep 2022 *

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