David M. Ho

Date of Award


Document Type


Degree Name

Master of Science


Department of Systems Engineering and Management

First Advisor

Alfred E. Thal, Jr., PhD.


New Media technologies such as social networking sites (SNSs) have taken the world by storm. Millions of people across the world are forming large social networks through these internet-based SNSs by sharing similar interests, friends, and personal information. New Media technologies now allow people to communicate messages to a greater audience through these networks not previously seen before in other technologies. This research seeks to understand these New Media users by examining the personality and social influence characteristics through the three phases of New Media acceptance: trial, adoption, and continual use. The study administered one-hour interviews to 64 university students concerning their experience with Facebook. Subjects were questioned on the three phases of New Media acceptance and completed personality surveys based on the Big Five traits and social influence characteristics. The research revealed that conscientiousness, susceptibility to interpersonal influence, and social desirability bias moderated the effects of peer influence and ease of use on the three phases of New Media acceptance.

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DTIC Accession Number