Hyunhee Woo

Department of Arts and Cultural Management,

Hongik University, Seoul, Korea,

whomong2000@gmail.com

BIG FIVE PERSONALITY AND DIFFERENT MEANINGS

OF HAPPINESS OF CONSUMERS

Hyung Jun Ahn

School of Business, Hongik University, Seoul, Korea,

hjahn@hongik.ac.kr

Abstract. Happiness is an increasingly important topic worldwide affecting the economic policy of many countries. Prior studies have found that the specific meaning of happiness for individual consumers can vary. This study aimed to test whether the difference could be observed in the texts of online blogs that express people’ experience of happiness. A text mining approach was taken, and the analysis results showed that the linguistic characteristics of extroversion, conscientiousness, and openness to experience have significant relationship with the different meanings of happiness manifested by the level of arousal in the texts.

Received: June, 2015

1st Revision: July, 2015

Accepted: September, 2015

DOI: 10.14254/2071-789X.2015/8-3/11

JEL Classification: M31

Keywords: Happiness, Big Five Personality, Text- Mining, Blog.