School of Management Science and Engineering, Shandong Technology and Business University, Yantai, China.
School of Business Administration, Northeastern University, Shenyang, China; Key Laboratory of Data Analytics and Optimization for Smart Industry (Northeastern University), Ministry of Education, China.
Acta Psychol (Amst). 2023 Mar;233:103846. doi: 10.1016/j.actpsy.2023.103846. Epub 2023 Jan 24.
Users' personality traits reveal different social media behavior characteristics. In order to explore the intrinsic relationships between personality traits and social media behavior, this study analyzes the influence of users' personality traits on social media content creation and information dissemination behavior, as well as the moderating effect of social presence. We collect users' personality data via questionnaires, crawl social media behavior data of samples from social media sites, and then establish regression models to test the research hypotheses. The results show that extraversion has a positive impact on content creation and information dissemination behavior, conscientiousness has a negative impact on content creation behavior, openness and agreeableness have no significant impact on social media behavior, and social presence has significant moderating effects on the relationships between personality traits and social media behavior.
用户的个性特征揭示了不同的社交媒体行为特征。为了探索个性特征和社交媒体行为之间的内在关系，本研究分析了用户个性特征对社交媒体内容创作和信息传播行为的影响，以及社会存在感的调节作用。我们通过问卷收集用户个性数据，从社交媒体网站上抓取样本的社交媒体行为数据，然后建立回归模型来检验研究假设。结果表明，外向性对内容创作和信息传播行为有积极影响，尽责性对内容创作行为有负面影响，开放性和宜人性对社交媒体行为没有显著影响，社会存在感对个性特征和社交媒体行为之间的关系有显著的调节作用。
