Research On The Effects Of College Students’ Personality Traits On Online Health Information Seeking Behavior

Based on the basic idea of “Big Five Personality-Motivation-Behavior”,this paper constructs a research model of the relationship between Big Five personality traits and online health information seeking behavior.Based on the research model,reasonable assumptions are made about the relationship amoung personality traits,information seeking motivation,and online health information seeeking behavior.After that,the research variables of this paper were analyzed in depth,and the questionnaire was designed to collect data.Next,this paper uses SPSS21.0 software to process the survey data,and uses correlation analysis,regression analysis,bootstrap mediation effect test method to explore the relationship amoung college students’ personality traits,health information seeking motivation and online health information seeking behavior,the research hypothesis of this paper is verified by this way.This paper explains the influence mechanism of college students’ personality traits on online health information seeking behavior.The results of this study show that in the relationship between personality traits and health information seeking motivation:in addition to neuroticism,the other four traits have a positive significant effect on online health information seeking behavior.In the relationship between personality traits and health information seeking motivation:extroversion,openness,pleasantness,and conscientiousness all have a positive significant effect on the motivation of information acquisition;extroversion,openness,pleasantness,and conscientiousness have a positive significant effect on the motivation for social interactiont;extroversion,openness,and conscientiousness have a positive and significant effect on recreational motivation.In the relationship between health information seeking motivation and online health information seeking behavior:all types of health information seeking motivations have a positive significant effect on online health information seeking behavior.Finally,the paper also validates the mediating role of health information seeking motivation,and reveals the influence mechanism of college students’ personality traits on online health information seeking behavior: personality traits affect users’ online health information seeking behavior by affecting health information seeking motivation.