Effect of personality factors on attitude towards the adoption of health information via online social networking

The objective of this research is to investigate the influence effect of personality factors that influence individual decision-making on adoption of health related information via online social networks. The study explores the Unified Theory of Acceptance and Use of Technology (UTAUT) model with perceived value to explain user's adoption behavior. The influence of personality factors was examining on user's adoption of such technology through Facebook as a popular channel in Thailand. The study distinguishes between each type of personality traits into low and high groups. The results found from moderated multiple regression analysis that ones with lower level of consciousness have more concern on value, and convenient exists to support use of the system. Based on the findings, the study able to classify between early adopters and others of using health information from social network services to encourage healthy living. Moreover, personality as factors affecting users' perception is important in technology adoption and must take an action when develops and designs the services.