The role of personality traits in motivating users' continuance intention towards Facebook: Gender differences

Abstract This study employs the big-five factor model and the confirmation-expectation model to examine the effect of personality traits on user continuance intention toward Facebook, a popular social network site, among university students in the United Arab Emirates. This research has two parts. First, we have examined the impact of personality traits on continuance intention to use Facebook. Second, we have explored gender differences in those relationships. We believe that our findings will help researchers and practitioners to better understand how different personality traits of each gender can motivate continuance intention toward Facebook.

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