用户人格特质对互联网信息采纳行为的影响研究

Research on the Influence of User Personality Traits on Internet Information Adoption Behavior

[目的/意义]探究互联网情境下用户人格特质对互联网信息采纳行为的影响,为规制互联网行业发展及引导互联网用户信息采纳行为提供理论依据。[方法/过程]基于信息采纳模型、人格特质理论,探究用户人格特质变量对互联网信息采纳行为的调节效应。采用综合社会调查数据(CCSS),使用ologit回归模型对理论假设进行分析验证。[结果/结论]研究发现,信息采纳模型在互联网情境下更为重要,互联网信息质量与来源可信度决定互联网用户信息有用性的感知水平,进而影响信息采纳行为;用户人格特质变量对互联网信息采纳行为存在显著的间接影响力,且这种影响力存在显著的性别差异。

[Purpose/Significance]To explore the influence of user personality traits on Internet information a-doption behavior in the Internet context,and to provide a theoretical basis for regulating the development of the Inter-net industry and guiding Internet users'information adoption behavior.[Method/Process]Based on the informa-tion acceptance model and personality trait theory,the moderating effect of user personality trait variables on Internet information adoption behavior was explored.Comprehensive social survey data(CGSS)was used to analyze and veri-fy theoretical hypotheses using ologit regression model.[Result/Conclusion]It is found that the information adop-tion model is more important in the Internet context,and the quality and source credibility of Internet information de-termine the perceived level of information usefulness of Internet users,which in turn affects the information adoption behavior.User personality trait variables have a significant indirect influence on Internet information adoption behav-ior,and there are significant gender differences in this influence.