Modeling consumers' information acquisition and 5G technology utilization: Is personality relevant?

The existing information and communication technology (ICT) theories identify behavioral intention as the primary determinant of technology usage behavior. Nevertheless, works dealing with the influence of consumers' personality traits on information acquisition (IAC) and intention to use 5G technology (ITU5GT) are scarce. This study aims to fill this gap by considering the moderation of the Big Five personality traits. Findings are based on a sample of 936 respondents in ten Chinese cities by performing an inclusive survey. The propositions are evaluated by structural equation modeling. Study findings demonstrate that IAC is directly related to ITU5GT. The analysis further reveals that openness, conscientiousness, extroversion, and agreeableness positively moderate the IAC-ITU5GT linkage. On the contrary, neuroticism negatively moderates this linkage. These outcomes will assist the policymakers, professionals, and stakeholders who aim to induce positive changes in the users' behavior of technology adoption. •Consumers’ information acquisition (IAC) and intention to use 5G technology (ITU5GT).•Adopted Big Five trait theory as a theoretical framework.•Employed structural equation modeling tool for data analysis.•OPEN, CONS, EXTR and AGRE positively moderate the IAC-ITU5GT linkage.•NEUR negatively moderates the IAC-ITU5GT linkage.