Abstract
Personal characteristics were studied as the determinants of forwarding online content behavior using data collected from a sample of 386 individuals. Personal characteristics included: gender; age; experience with online information services; level of consumption of online content; and the 16 personality traits. With the exception of gender and 15 of the personality traits, these personal characteristics significantly influenced forwarding behavior with no significant differences between males and females. Although not acting as significant determinants for forwarding behavior these 15 personality traits enabled the development of profiles for individuals with characteristics that did significantly influence forwarding behavior. These results represent new findings with respect to forwarding behavior and provide important theoretical and practical insights.
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