The influence of personality traits on digital quotient: An Indian metro city perspective

Abstract

The measure of awareness, responsiveness, and adoption of emerging digital technologies is commonly referred to as the individual’s digital quotient. As computing & digital technologies evolved, researchers also focused on drivers of user engagement towards digital platforms. The TAM and big 5 personality traits were leveraged to identify finer aspects of platforms design, offerings and influence of user behaviors. However, the studies were largely technology platform centric whereas this study provides end user centric analysis and identifies key personality traits that may influence an individual’s digital quotient. An exploratory study was conducted in three Indian metro cities with high internet penetration. A diversified group of 83 participants actively contributed during a 12-month period ending in June 2020. The analysis used the natural language processing (NLP) methods, word cloud models, relevance scores and technologies to work on text mining and keyword extraction. The study concluded with a taxonomy theoretical framework of seven personality traits called UCCCEEE (updated, confident, connected, curious, experimentative, efficient, and epicurean). The study may help individuals & organizations to align to the fast evolving digital eco system. State governance, corporates and societies at large can leverage this to build talent and societal characters towards the digital economy respectively.