The Impact Of Personality Trait And Online Impression Management Tactics On Behavior Of Microblogging Usege

With the rapid development of the Internet, social networking platforms have become an integral part of everyday life. With the changs of the technology and markets, the use of social networking platforms has evolved from a simple aim to get friends to self-presentation for different targets. A series of promotional and business-related behavior, knowledge dissemination, network marketing have appeared in the social networking platforms, the corresponding impression management strategies and acts have changed. Even personal not just to get more attention and a number of friends to meet their own needs, they hope to show their unique social networking platform side, they show a special plane to meet their friends and not need to be concerned about, may be to spread knowledge, or to highlight their individuality. Because of individual differences and purpose-oriented, all individuals have the distinction rendered content. Thus arises a question,what kind of words are used and why did they choose those words? Therefore, this study aimed to investigate the behavior of users to write micro-micro-Bo, and the reasons behind the behavior to be examined.The study is divided into the following steps:(1) To authenticate the user as a standard Sina extensive collection, collecting all38bloggers released in the same month, excluding the total release of less than100terms, the last of26micro-blog text content have be analyzed;(2) By using ROST CM software for text processing, extraction of high-frequency words, and high-frequency words into positive, neutral and negative categories; Statistical results confirm the positive, neutral and negative categories effective; then to form words using questionnaires, subjects were asked whether use those words in the preparation of your micro-Bo;(3) By the use of questionnaire measuring, study the relationship between:Big Five personality, online impression management strategies,the use of words.Through research, we found that:(1) In the preparation of the microblogging have more inclined to use a neutral terms;(2)Differences in test have been found: Network impression management strategies and the use of words showed a significant gender difference:much more impression management strategies in women; males are more likely than women to use a neutral term;(3) Correlation analysis found:agreeableness and extraversion and self-proclaimed significant negative correlation; positive words and agreeableness, conscientiousness have a significant positive correlation. Self-proclaimed and self-improvement with the use of positive words showed a significant positive correlation.