Research On The Influence Of User Personality Traits On Mobile Game Users’ Information Sharing Behavior

With the continuous development of the Internet economy and the advancement of communication technology,the mobile game industry has become increasingly mature and the new main driving force of the game industry.The continuous expansion of the market scale is accompanied by the increase in the number of users,followed by the continuous expansion of the scale of users’ information exchange,thus,the analysis of the information behavior of the mobile game user group has also become an important topic of the current development of the mobile game industry.Therefore,this thesis starts from the Theory of Personality Trait and combines the Theory of Motivation to explore the influence of users’ personality traits on users’ information sharing behavior.Based on existing studies and combines the Theory of Motivation and Personality Trait,this thesis proposes the original theoretical model.The users’ personality trait is divided into five dimensions: agreeableness,openness,extraversion,conscientiousness and neuroticism.Information sharing motivation is divided into two dimensions:internal motivation and external motivation.Using the empirical research method,this thesis establishes the detailed conceptual model of this study and puts forward relevant hypotheses.The research results show that:(1)The agreeableness personality of mobile game users has a significant positive impact on information sharing motivation and internal motivation plays an intermediary role between the agreeableness personality and information sharing behavior;(2)The openness personality of mobile game users has a positive impact on information sharing motivation.Both internal and external motivations play an intermediary role between the openness personality and information sharing behavior;(3)The extraversion personality of mobile game users has obviously influence on information sharing motivation.In terms of the positive influence of the mobile game,internal motivation and external motivation both play a mediating role between pleasant personality and information sharing behavior.From the perspective of the strength of the mediation effect,internal motivation is significantly stronger than external motivation;(4)Mobile game users’ conscientiousness and neuroticism personality have no significant influence on information sharing motivation,and there is no significant mediating effect between internal and external motivation and information sharing behavior.This thesis focuses on the perspective of user information behavior,introduces the concept of personality traits into the research on the influence of mobile game users’ information sharing behavior,and explores the influencing factors of mobile game users’ information sharing behavior.Relevant research not only enriches the existing academic research on the mobile game industry,but also provides a new theoretical perspective for relevant research.