TABLE 5.

Partial correlations between the Big Five personality traits and the items on the willingness to pay for social media and messenger services among males and females.

	Males (n = 117)			Females (n = 91)
	Willingness to pay	Amount of monthly social media fee	Amount of monthly messenger fee	Willingness to pay	Amount of monthly social media fee	Amount of monthly messenger fee
Openness	r = 0.12, p = 0.208	rs = 0.10, p = 0.281	rs = −0.08, p = 0.406	r = 0.11 p = 0.307	rs = 0.09, p = 0.386	rs = 0.04, p = 0.687
Conscientiousness	r = −0.10, p = 0.301	rs = −0.03, p = 0.721	rs = −0.22, p = 0.018	r = −0.06, p = 0.570	rs = −0.06, p = 0.583	rs = 0.15, p = 0.160
Extraversion	r = 0.04, p = 0.639	rs = 0.03, p = 0.740	rs = −0.01, p = 0.912	r = −0.12, p = 0.268	rs = −0.09, p = 0.409	rs = −0.13, p = 0.221
Agreeableness	r = 0.21, p = 0.024	rs = 0.25, p = 0.006	rs = 0.26, p = 0.004	r = 0.20, p = 0.064	rs = −0.01, p = 0.903	rs = 0.07, p = 0.493
Neuroticism	r = −0.00, p = 0.976	rs = −0.04, p = 0.632	rs = 0.03, p = 0.716	r = −0.06, p = 0.551	rs = −0.10, p = 0.368	rs = −0.17, p = 0.101

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. Two participants stated “third gender” as their gender identity and are not included in this table due to the low number of individuals in this group; all correlations presented are corrected for age.