Exploring psychological difference between adopters and non-adopters of user generated audience segmenting functions

This exploratory study attempts to seek differences in levels of narcissism, Machiavellianism, self-monitoring, Internet self-efficacy (ISE), and privacy concerns and controls between adopters and non-adopters of audience segmenting on SNS, e.g. Friend List on Facebook. The uses and gratification framework was applied to build hypotheses. A survey (N =100) was conducted to test the hypotheses. Although the difference is not significant at a level that would demonstrate support for the proposed hypotheses, adopters in the sample did exhibit higher levels of narcissism, self-monitoring, ISE, and privacy concerns and control. To yield more convincing results, recommendations are provided for future improvement.