Users’ Personality Traits as Predictors of UCC Usage on the Internet

摘要: There has been the growth on internet of businesses and websites more reliant content actually created by users themselves, so-called UCC. We are interested in why individuals engage this ‘free’ creation behavior with no specific financial rewards. Consequently, our study focuses inter-relationships between factors that promote UCC usage. propose an individual’s personality is a stimulus to UCC, but perception ease use usefulness emotional pleasure mediate this. Based survey over 500 site results suggest significant correlation individual traits, toward Those high involvement display their Our implications for theory practice, not least terms future models business development service sector.