Research Of User Behavior-based Personality Traits Model And Visualization

With the rapid development of Internet, virtual community and realisticsociety is gradually blend and interact with each other, a revolutionary impact onthe social structure of the network is much greater than any technological revolutionin history, and how understanding and guide the behavior of Internet users in thenetwork is becoming an important subject, the network behavior is different fromthe previous information technology studies, the network behavioral agents arehuman being, so when we study this question, we should mixes psychology with ourstudy. Microblogging both the social interaction and information communication asa new medium, becoming the most popular network platform, attracting a largenumber of users long-term use. Therefore, sina microblogging users are selected asthe research object. From the field of psychology and behavioral science network,the relationship between personality traits and usage behavior of microbloggingusers are explored, and the research finding is applied in the personalitycharacteristics themed visual design.Taking sina microblogging users as subjects of this paper,227questionnaireswere collected through an online survey methods and in accordance with the BigFive personality theory of psychology, uses and gratifications theory ofcommunication research and motivation theory of ethology, personality traits andusing motivation of microblogging users are divided into five dimensions(extraversion, openness, conscientiousness, agreeableness, neuroticism) and four(interpersonal communication, access to information, entertainment, self-expression), respectively. Then collecting the actual behaviors data ofmicroblogging users participate in the survey, through empirical analysis thepersonality traits, using motivation and behavior data of microblogging users, try tobuild influence mechanism models.The research result shows that extraversion, agreeableness and opennessplay a positive role in predicting the microblogging using motivation. By usingstepwise regression methods analyze personality traits and users behaviorand obtain regression equations. Finally, the paper builds overview structuralequation model. For validating model practicability and validity, we makevisualization design with the personality traits model. The visualization designdemonstrates the impact of personality on the microblogging network, and has goodeffect on the visual expression and information communicated rates. It providesanalytical tool for the study of personality traits impact on the user-networks constitution, has important theoretical and practical significance.