Beyond Likes- How Personality Predicts Saving Behavior on Instagram

Abstract The study aims to uncover predictive relationships between the Five-Factor Model personality traits, the use of collections on Instagram, and how they are impacted by consumption values to better understand audiences and their saving interactions. A survey was developed in which 52 Instagram users took a personality test that evaluated their use of collections on Instagram, using their associated consumption values to assess saving motivations. The findings reveal that personality traits, particularly low extraversion, low openness to experience, high conscientiousness, and high agreeableness, significantly influence saving behaviors. Additionally, perceived functional, utilitarian, and convenience values emerged as strong predictors of collection usage, while hedonic value showed a negative association with collecting. These results highlight the interplay between individual psychological differences and users' perceived utility of organizational features on Instagram and social media. The study's implications extend to platform developers and marketers, suggesting opportunities for designing features tailored collection mechanics to different personality types and motivations.