The Relationship Between Demographic Variables, Personality And Internet Altruistic Behavior

The altruistic behavior of the network refers to the fact that the sender himself does not have obvious selfish motives in the network environment,and the act of actively benefiting others is a concentrated expression of the positive factors of the network.Compared with the altruistic behavior in the real world,online social activities have the characteristics of anonymity,information sharing and no geographical location restriction,which makes the altruistic behavior spread faster and wider in the Internet than the real society,thus expanding the network.The scope of help for altruistic behavior.As a network social platform that is easy to operate and publish information in real time,Weibo not only enables people to get the latest information,share information,but also become the fastest and most effective tool for obtaining information in the network society.Through the analysis of Weibo data,exploring the relationship between network altruistic behavior and personality traits and demographic variables,and finding the factors affecting network altruistic behavior is of great significance to promote the occurrence of network altruistic behavior.In the past,most of the research on the behavior of network altruism used the questionnaire method to collect the intention of the participants on the behavior of network altruism,and did not jump out of the framework of traditional research.This study analyzes the existing network altruistic behavior by collecting the objective data of microblogging and has high ecological validity.This study uses web crawler technology to capture Sina Weibo data for research,screen users of network altruistic behavior,extract basic demographic variables and microblog texts,conduct sentiment analysis on microblog text content,and build microblog based on sentiment dictionary.Bo user big five personality traits.The main findings are as follows:(1)There are significant differences in the scores of online altruistic behaviors among users of different genders.Male networks have significantly more altruistic behavior than women.(2)There is no obvious gender difference between neurotic traits and extroversion traits.There are obvious gender differences in open traits and pleasant traits.The gender differences in conscientious traits are significant.(3)Neurotic traits can significantly negatively predict the scores of network altruistic behavior.Extroverted traits,open traits,and conscientious traits can significantly predict the scores of network altruistic behaviors.The amenity traits cannot predict the scores of network altruistic behavior.