Personality traits as predictors of behavioural engagement with mobile operating systems in Sarawak

This study investigates the predictive relationship between the Big Five personality characteristics (extraversion, agreeableness, conscientiousness, neuroticism, and openness) and behavioural engagement with mobile operating systems among Sarawak, Malaysia smartphone users. In Malaysia's fierce battle between Android and iOS ecosystems, comprehending the psychological factors influencing user engagement holds considerable academic and practical significance. The study used a quantitative survey of over 273 Sarawak smartphone users, which focused in Kuching, evaluating personality characteristics via the BFI-44 scale and examining three aspects of engagement: interface customisation behaviours, ecosystem loyalty, and switching intention. The study employs Smart PLS-SEM (Partial Least Squares Structural Equation Modelling) to examine the impact of personality traits on engagement measures, while accounting for demographic data. We hypothesise that neuroticism would significantly predict switching intentions, but conscientiousness will exhibit a correlation with ecosystem loyalty. Neuroticism is anticipated augment customization via emotional instability attributes. This study enhances the literature on technology adoption by merging personality psychology with behavioural engagement indicators related to mobile operating system ecosystems.