Wednesday, June 12, 2013

Spotted: Influence of personality on satisfaction with mobile phone services

How personality affects the mobile experience. 

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// published on ACM Transactions on Computer-Human Interaction (TOCHI)-Current Issue // visit site

Influence of personality on satisfaction with mobile phone services
Rodrigo De Oliveira, Mauro Cherubini, Nuria Oliver

We propose a conceptual model that explains the relationship between the users' personality profile and their satisfaction with basic mobile phone services (calls, messages, and simple GPRS/3G services). The model captures direct and indirect effects on satisfaction by means of two variables: actual mobile phone usage and perceived usability of the related services. We empirically validate the model with data gathered from 603 customers of a telecommunication operator, and find that: (1) extroversion, conscientiousness, and intellect have a significant impact on customer satisfaction—positively for the first two traits and negatively for the latter; (2) extroversion positively influences mobile phone usage; and (3) extroversion and conscientiousness positively influence the users' perceived usability of mobile services.