TABLE 4.

Partial correlations between the Big Five personality traits and the items on the willingness to pay for social media and messenger services in the total sample.

	Total sample (N = 210)
	Willingness to pay	Amount of monthly social media fee	Amount of monthly messenger fee
Openness	r = 0.11, p = 0.098	rs = 0.09, p = 0.175	rs = −0.03, p = 0.616
Conscientiousness	r = −0.08, p = 0.280	rs = −0.04, p = 0.592	rs = −0.05, p = 0.477
Extraversion	r = −0.01, p = 0.846	rs = −0.01. p = 0.907	rs = −0.07, p = 0.288
Agreeableness	r = 0.20, p = 0.004	rs = 0.13, p = 0.053	rs = 0.16, p = 0.023
Neuroticism	r = −0.02, p = 0.805	rs = −0.05, p = 0.495	rs = −0.06, p = 0.409

Willingness to pay: aggregate score of four items on whether participants were willing to pay for social media (such as Facebook and Instagram); amount of monthly social media fee: how much money participants would be willing to pay for one social media service, such as Facebook and Instagram, per month; amount of monthly messenger fee: how much money participants would be willing to pay for one messenger service per month; all correlations presented are corrected for age.