PERSONALITY’ SEGMENTATION ON THE FACEBOOK USER IN THAILAND

Nowadays social network such as Facebook, has become very popular online communities. These social networks are focus on sharing people’s interests and activities. There are many impacted factors on the use of social network. Furthermore, not only the impacted factors that make the differences on use of it but also the user personality traits play as a significance role of shaping their behavior of usage. While many studies concentrate on comparing between Introversion and Extraversion, in fact people have combined more than one personality in themselves. They may have the lead of personality but more likely to share between each personality. This research intends to find out the segmentation in term of usage behavior of Facebook which based on Big-Five personality traits. Therefore factor analysis is used, following by cluster analysis and testing the hypothesis by Chi-square test. Judgmental sampling technique will be used for data collection process

Keywords:

Big-Five personality traits, Social Network, Cluster Analysis Facebook,

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