The Effects of Personality Traits and Optimum Stimulation Level on Text-Messaging Activities and Mcommerce Intention

Pruthikrai Mahatanankoon
International Journal of Electronic Commerce,
Volume 12, Number 1, Fall 2007, pp. 7.

Abstract: Mobile phones provide the freedom to participate in a variety of communication styles, ranging from simple voice-based communications to advanced text-messaging services. The decision to perform complex usage activities is determined by the interrelations of three personality traits. Using the optimum stimulation framework, the study hypothesizes that personal innovativeness and individual playfulness increase an individual’s optimum stimulation level (OSL). Survey data from 246 text-messaging users showed that personal innovativeness, playful personality, and OSL can predict complex mobile usage patterns. Future research can append personality traits to existing IT adoption frameworks. Practitioners can incorporate their conclusions from the personality traits into device designs and applications while enhancing the widespread use of m-commerce and entertainment services.

Key Words and Phrases: Consumer behavior, exploratory behavior, mobile commerce, optimum stimulation level, personal innovativeness, playfulness, SMS, structural equation modeling usage, text messaging.