Equation Modeling

This paper investigates the relationship between personality traits and their Information Technology (IT) adoption. The study used the Five Factor Model (FFM) to assess the personality of individual users who adopt social networking technologies using their mobile devices. This research is conducted among 320 social networking users in Thailand. Based on the theoretical background of Technology Acceptance Model (TAM) and FFM, a conceptual model is developed and empirically tested. The study found that extraversion, agreeableness are positively and significantly influenced social networking behavior. The results also re-veal that neuroticism and conscientiousness are negatively associated with social networking behavior. The results of the study will help the market-ers to identify target segments and implement communication tools more effectively over social networking sites