Citation

Sultan AJ. Soc. Sci. J. 2014; 51(1): 57-69.

Copyright

(Copyright © 2014, Elsevier Publishing)

DOI

10.1016/j.soscij.2013.09.003

PMID

unavailable

Abstract

The recent use of mobile text messaging applications, such as Blackberry Messenger (BBM) and WhatsApp, has increased greatly throughout the world. Unfortunately, this advanced technology is not without problems. In this study, the researcher argues that BBM and WhatsApp may generate noticeable improvements in consumer's lives but may simultaneously cause serious social and personal problems, including addiction to these applications. Amazingly, this topic has received little if any attention from consumer behaviorists, who need to understand the psychological factors that affect BBM and WhatsApp consumers. Hence, the current research examines two personality traits--extraversion and social anxiety--that influence consumer attitudes toward these applications. The results of a survey from 552 BBM and WhatsApp consumers in Kuwait indicate that the interaction effect of extraversion and social anxiety is significantly related to consumer attitudes toward BBM and WhatsApp. Furthermore, addiction to these applications plays a mediating role in the examined effect.