KMITL Business School, King Mongkut's Institute of Technology Ladkrabang, Bangkok, 10520, Thailand.
F1000Res. 2022 Aug 9;11:915. doi: 10.12688/f1000research.122623.1. eCollection 2022.
The research investigated the personality traits and engagement factors that influence the use of paid stickers in personal communication. The study was driven by the increasing significance of stickers such as emoticons and emojis in online dialogues. The study was hinged on the Theory of the big five personality traits; neuroticism, extraversion, openness to experience, agreeableness and conscientiousness. The study tested seven hypotheses to ascertain the effect of personality traits and engagement factors towards the utilization of paid stickers in personal communication. The research applied the quantitative survey research design, where primary data was collected from respondents that had experience in using emojis and emoticons in their communications. The data was collected from respondents in Bangkok, Thailand using a structured questionnaire between May 14, 2022, and May 31, 2022. The results from 391 respondents indicated that conscientiousness, extraversion, openness, and neuroticism influence perceived enjoyment, while perceived enjoyment and perceived ease of use have a significant and positive influence on the intention to use paid stickers. Two elements of engagement, interactive engagement, and personal engagement were used to assess the influence of engagement parameters on the behavioral intention to use paid stickers. The intention to employ paid stickers in personal messages was found to be strongly and favorably influenced by these two engagement characteristics. The study recommends that the creators of stickers, emoticons, and emojis should consider user personality features, sticker engagement, sticker simplicity of use, and the personal delight of users in the creative and communication process. The study concludes that perceived enjoyment and perceived ease of use have a large and favorable impact on the use of paid stickers. The study's main limitation was that it focused on one area of social media. This must be taken into account when applying the findings.
这项研究调查了影响个人交流中使用付费贴纸的人格特质和参与因素。这项研究的驱动力是表情符号和表情等贴纸在在线对话中的重要性日益增加。该研究基于大五人格特质理论；神经质、外向性、开放性、宜人性和尽责性。该研究测试了七个假设，以确定人格特质和参与因素对个人交流中使用付费贴纸的影响。该研究采用了定量调查研究设计，从有使用表情符号和表情在其交流中经验的受访者那里收集主要数据。该数据是通过在 2022 年 5 月 14 日至 2022 年 5 月 31 日期间在泰国曼谷的受访者中使用结构化问卷收集的。391 名受访者的结果表明，尽责性、外向性、开放性和神经质会影响感知乐趣，而感知乐趣和感知易用性对使用付费贴纸的意图有显著的积极影响。参与的两个要素，互动参与和个人参与，用于评估参与参数对使用付费贴纸的行为意图的影响。使用付费贴纸的意图被发现受到这两个参与特征的强烈和有利影响。该研究建议贴纸、表情符号和表情的创作者应在创作和交流过程中考虑用户的个性特征、贴纸的参与度、贴纸的易用性以及用户的个人愉悦感。研究得出的结论是，感知乐趣和感知易用性对付费贴纸的使用有很大的积极影响。该研究的主要限制是它只关注社交媒体的一个领域。在应用研究结果时必须考虑到这一点。
