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Erschienen in:
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2021 | OriginalPaper | Buchkapitel

Consumer Extraversion, Novelty Seeking, and Use of Mobile Instant Messaging (MIM)

verfasst von : Jorge Cruz-Cárdenas, Jorge Guadalupe-Lanas, Carlos Ramos-Galarza, Ekaterina Zabelina, Olga Deyneka

Erschienen in: Advances in Human Factors, Business Management and Leadership

Verlag: Springer International Publishing

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Abstract

Mobile instant messaging (MIM) is one of the most influential technologies in society today due to its wide penetration in the world’s population. The present study aims to establish whether two consumer traits, extraversion and novelty seeking, have the potential to explain the intensity of MIM usage by consumers considering its good performance in explaining other consumer behaviors. The present study is based on a survey of 682 adults in Quito, the capital of Ecuador, which is a South American developing country. The data obtained are analyzed with structural equation modeling and establish that while extraversion is not related to the intensity of MIM use, novelty seeking does have a direct and positive effect. This study makes recommendations for business theory and practice.

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Metadaten
Titel
Consumer Extraversion, Novelty Seeking, and Use of Mobile Instant Messaging (MIM)
verfasst von
Jorge Cruz-Cárdenas
Jorge Guadalupe-Lanas
Carlos Ramos-Galarza
Ekaterina Zabelina
Olga Deyneka
Copyright-Jahr
2021
Buch
Advances in Human Factors, Business Management and Leadership

Print ISBN: 978-3-030-80875-4

Electronic ISBN: 978-3-030-80876-1

Copyright-Jahr: 2021

DOI
https://doi.org/10.1007/978-3-030-80876-1_24

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