Research on user social platform selection preferences in the Big Five personality dimension

This study, based on the Big Five Personality Theory, explores the influence of personality traits on the choice of social platforms. Existing research indicates that there is a correlation between personality and online behavior, but studies on the characteristics of different platforms are still insufficient. The research adopted the questionnaire survey method, using the revised NEO-FFI scale and the platform usage preference questionnaire. A total of 1024 valid samples were collected through online and offline channels, covering different age and occupational groups. Data analysis reveals that users with a higher level of extroversion tend to prefer instant messaging platforms such as WeChat and QQ. The trait of openness significantly influences users’ choices of content creation platforms like Xiaohongshu and Bilibili. The neurotic dimension is positively correlated with the frequency of social platform usage. Agreeableness traits promote interactive behaviors such as likes and comments, while users with high conscientiousness have a shorter usage duration. Age plays a moderating role in the relationship between personality traits and platform choice. For instance, the openness of the younger group is more strongly associated with the use of innovative platform functions. This study innovatively constructed a personal-platform selection model, revealing the functional requirements of users with different traits for social platforms. The results have practical value for the personalized service design of the platform, such as the development of stress-relieving functions for neurotic users, or providing content creation tools for highly open-minded users. This research fills the gap in platform-specific studies, and in the future, longitudinal tracking can be combined to further verify the validity of the model.

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