The Predictors And Consequences Of Smartphone Addiction: Personality Traits And Social Isolation

With the invasion of the mobile internet,the current mainstream market has shifted from the traditional consumer market to the network virtual market.Especially with the continuous updating of smart phone technology,the smart phone-related market has become a hot market today.In this context,the research on the use behavior of smart phones has become a hot topic at present,and the most popular one is the smartphone addiction.Although smart phone addiction has become the most significant behavioral feature in the field of smart phone use behavior,it lacks research on the perspective of product consumption behavior.At present,the research on smart phone addiction is mainly concentrated in the social and psychological field.It is either to explore the impact factors of smart phone addiction or to investigate the consequences of smart phone addiction.However,there is a lack of research into the antecedent consequences of smart phone addiction through the perspective of the use of smartphones.Therefore,this study proposes a comprehensive personality personality traits-smartphone addiction-social isolation mediation model to explore which personality traits are endogenous to smart phone addiction in mobile consumer groups.Whether addiction is a key factor in the social isolation of this group.In order to solve this problem,a random survey was conducted in a well-known mobile community in China.After measuring five personality traits(agreeableness,conscientiousness,extroversion,neuroticism and openness to experience),smartphone addiction and social isolation,Structural Equation Model(SEM)was used to verify the relationship among them.The research results show that in mobile consumer groups,agreeableness,conscientiousness,and neuroticism in personality characteristics have a significant predictive effect on smart phone addiction,and smart phone addiction also has a significant effect on social isolation.At the same time,in this group,agreeableness and extraversion also have a significant impact on social isolation.Due conscientiousness and neuroticism have an indirect effect on social isolation through smart phone addiction,but smart phone addiction has no mediating effect for the relationship between agreeableness and social isolation.This resultnot only verifies the conclusions of some previous related studies,but also finds some new conclusions through this improved model,which provides some inspiration for both theoretical research and corporate practice.