Personality Traits as Predictors of Behavioural Engagement with Mobile Operating Systems in Sarawak

Ciri Personaliti Sebagai Peramal Penglibatan Tingkah Laku dengan Sistem Operasi Mudah Alih di Sarawak

Abstract

This study investigates the predictive relationship between the Big Five personality characteristics (extraversion, agreeableness, conscientiousness, neuroticism, and openness) and behavioural engagement with mobile operating systems among Malaysian smartphone users. In Malaysia's fierce battle between Android and iOS ecosystems, comprehending the psychological factors influencing user engagement holds considerable academic and practical significance. The study used a quantitative survey of over 273 Sarawak smartphone users, which focused in Kuching, evaluating personality characteristics via the BFI-44 scale and examining three aspects of engagement: interface customisation behaviours, ecosystem loyalty, and switching intention. The study employs Smart PLS-SEM (Partial Least Squares Structural Equation Modelling) to examine the impact of personality traits on engagement measures, while accounting for demographic data. We hypothesise that openness to experience would significantly predict customisation behaviours and switching intentions, but conscientiousness and agreeableness will exhibit a large correlation with ecosystem loyalty. Neuroticism is anticipated to diminish switching intention owing to risk aversion, whilst extraversion may augment ecosystem loyalty via social connectedness attributes. This study enhances the literature on technology adoption by merging personality psychology with behavioural engagement indicators related to mobile operating system ecosystems.