Abstract
ABSTRACT
This study explores the personality trait of self-monitoring in Web portal usage by employing the extended theory of planned behavior (TPB) model of Pavlou and Fygenson. A survey of 254 Internet Web portal users was conducted to test the hypothesized model. The results show that our data supported all five individual causal paths postulated in this study. Further, the construct of self-monitoring plays a moderating role in Web portal usage; three of the five moderating hypotheses are supported. Based on the research findings, conclusions and implications are discussed.
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