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UNDERSTANDING DIFFERENCES IN WEB USAGE: THE ROLE OF NEED FOR COGNITION AND THE FIVE FACTOR MODEL OF PERSONALITY

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Abstract:

Using the Five-factor model of personality and Need for Cognition, the authors investigated the relationship between personality and Web usage. Of the five factors, Openness to Experience and Neuroticism showed the greatest association to Web usage. Openness to Experience was positively related to using the Web for entertainment and product information, while Neuroticism was negatively related to Web usage. Need for Cognition was significantly and positively correlated with all Web activities involving cognitive thought.

Document Type: Research Article

DOI: https://doi.org/10.2224/sbp.2001.29.4.391

Publication date: 2001-01-01

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