Who is more inclined to reduce social media addictive tendency behaviors? Explanations based on sex and proactive personality

This study examines individual differences between the relationship between social media addiction tendencies and the intention to reduce social media use from the perspectives of sex and proactive personality. Data from 365 college students' social media users measured twice (two weeks apart) were empirically examined. The results showed that (1) social media addiction tendencies significantly and positively predicted the intention to reduce social media use; (2) the predictive effect was more significant in male students compared to female students; (3) the positive predictive influence of social media addiction tendencies on the intention to reduce social media use was significantly moderated by proactive personality, manifesting prominently in individuals possessing high levels of proactive personality, yet not in those with low levels of proactive personality. These results can help to increase the motivation of college students to reduce social media addictive tendency behaviors and further promote the improvement of social media addictive tendency behaviors.