Studies examining the relationship between personality and Internet usage have usually used small and non-representative samples. In the present study, we examine the relationship between the Five Factor Model of Personality and Internet usage in a large nationally representative Swedish sample (N = 1694). Neuroticism was negatively associated with overall Internet usage, whereas extraversion and openness to experience were shown to be positively associated with overall Internet usage. However, exploring these associations across categories of Internet usage and generation cohorts revealed some other interesting patterns. Specifically, neuroticism was negatively associated with using the Internet for activities relating to information and duties but not for leisure and social activities. Extraversion was positively associated with using the Internet for leisure and social activities among DotNets (born 1977–1999), whereas among Dutifuls (born 1910–1945) and Baby Boomers (born 1946–1964) extraversion was positively associated with using the Internet for information and duty activities. Openness to experience was positively associated with Internet usage but only among Baby Boomers. Conscientiousness was a significant predictor of Internet usage only for DotNets and GenXers (born 1965–1976). In these cohorts, conscientiousness was positively associated with using the Internet for information and duty activities but negatively associated with using the Internet for leisure and social activities. Apparently, understanding the relationship between personality and Internet usage is not possible without considering the modifying role of categories of Internet usage and generation cohorts. The implications of the results for theory and practice are discussed in detail.

Using a large representative sample of the Swedish population, the present study aimed to explore the relationship between the Five Factor Model (FFM) of personality and frequency of online shopping. On three different occasions, surveys were sent out to 9,000 Swedish residents using a systematic random sampling procedure. In total, 5,238 individuals responded to the survey which, inter alia, included measures of the FFM of personality (i.e., HP5i, 15 items) and online shopping. A confirmatory factor analysis confirmed the construct validity of the HP5i. To examine whether and to what extent the FFM predicted self-reported frequency of online shopping, a hierarchical regression analysis was conducted in which gender and age were used as control variables. Our findings indicated that online shopping was positively associated with Openness to experience (i.e., openness to feelings) and Extraversion (i.e., hedonic capacity), and negatively associated with Conscientiousness (i.e., a high degree of impulsiveness). These results suggest that online shoppers are affective, hedonic, and impulsive; that is, characteristics that contrast with the classical view of online shoppers as cognitive, utilitarian, and goal-directed. We argue that these results, alongside the use of a large representative sample and frequency of online purchase, are a needed addition to previous research as previous research studies mainly have focused on the intention or motivation to online shopping using smaller non-representative samples. Implications for online retailers and society as well as directions for future research are discussed.

We examine the influence of personality on car driving, usage of public transport and cycling. Personality is measured through the Big Five personality traits (i.e., Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism) and Environmental personality. Data were collected through a Web-based panel of adult citizen in the city of Gothenburg, Sweden (N = 1068). Age, gender, income, children at home and residential area were used as control variables. Car driving is influenced by low degree of Openness, high degree of Conscientiousness, and low degree of Environmental personality. Usage of public transport is influenced by low degree of Conscientiousness, high degree of Agreeableness, and high degree of Environmental personality. Cycling is foremost influenced by a high degree of Environmental personality.

The aim is to investigate the value basis of Socially Responsible Retirement Investments (SRRI) in a study of Swedish pension investors in the age range 18 to 65 years (N=1005). Logistic regression analyses were performed with self-reported SRRI choice as dependent variable and different levels of values as independent variables. On a higher level of analyses, self-transcendent values, especially universalism (e.g., equality, protecting the environment, and social justice), have the most important influences on SRRI choice. In contrast, on a lower-level analysis, SRRI choice is influenced by self-enhancement values with high priority for authoritarian power and low priority for wealth. The three-level analysis of values (self-transcendence vs self-enhancement value orientation, motivational domain, and value) questions the contradiction between dimension poles of values and the structuring of values in interrelated motivational domains. The results thereby clarify some previous findings and increase the understanding of the value basis of SRRI.

This paper aims to explore the relationship between the Big Five model of personality traits and social media usage in a Swedish context. The paper consists of three representative studies of the Swedish population in the age range 16 to 85. In Study 1 (N = 6542), the Big Five personality factors were measured by HP5i. In Study 2 (N = 3322) and Study 3 (N = 3302), the Big Five personality factors were measured by BFI-10. Different personality inventories and time periods for data collection were the basis for the breakdown of the studies. In all three studies, social media usage was measured by a self-reported estimation of frequencies. For each study, correlation matrixes between the study variables were first presented, followed by hierarchical regression analyses to test if personality factors predicted internet users’ social media usage. Gender and age were control variables. Over and above the effects of gender and age, all three studies found that social media usage is positively associated with extraversion. The first two studies also found that social media usage is associated with a high degree of openness to experiences and a low degree of conscientiousness. The reliability of the findings is strengthened through different personality inventories, large-scale representative samples of the Swedish population, and replications over time. However, since personality and social media usage vary between different cultures and time periods, caution should be taken in generalizing the results.

The present study aimed to explore the online shopping of medicines from demographic, geographic, psychographic, and behavioral factors. A quantitative survey design was used with a quote sample representing the Swedish population regarding age, gender, and residential area. In total, 1863 persons responded to a survey, including measures of age, gender, income, education, area of residence, personality traits (BFI-10), values (Rokeach Value Survey), self-estimated health-status, internet usage, online shopping in general, and online shopping of medicines. Firstly, the data were analyzed with chi-squares and independent t-tests. From these initial analyses, online shopping of medicines was associated with young age, female gender, high income and education, living in a big city, extraversion, several values of desirable end-states of existence (e.g., self-respect, a sense of accomplishment, and pleasure), internet usage, and general online shopping. Secondly, the significant (p < 0.05) variables from the initial analysis were included in a logistic regression analysis. This comprehensive model showed that online medication shoppers are best predicted by being female and the use of internet. Unlike what was previously known about medication shoppers, the typical online medication shopper appears to be driven by hedonistic values and self-actualization, rather than health status. We suggest that further research replicate this study outside and inside Sweden, and that health status is measured in a different way.