Abstract

This study uses personality traits of viewers as the basis to explain post-watching behavior. We focus on discovering the important personality traits from YouTube viewers and applying association rules to generate correlations between online viewers' personality and post-watching behavior. The results showed that generation X, Y, and Z have different preferences and behaviors in terms of usage and post-watching behavior. Generation Y viewers drive increasing frequency of sharing, forwarding, and exposure of videos. Generation Z viewers tend to enhance the subscriptions by rising more hits of videos. Generation X viewers help maintain the audience's enthusiasm to increase the number of views. The characteristics of affinity, conscientiousness, and extraversion have positive effect on online watching behavior. Extraversion, conscientiousness, and openness to experience have positive effect on the post-watching behavior of online videos.

摘要

本研究以观众的性格特征为基础来解释观看后的行为。我们专注于从YouTube观众中发现重要的人格特质，并应用关联规则在在线观众的人格与观看后行为之间建立关联。结果表明，X世代，Y世代和Z世代在使用和观看后行为方面具有不同的偏好和行为。Y世代的观众推动了视频共享，转发和展示的频率越来越高。Z世代观众倾向于通过增加视频点击量来增加订阅量。X世代的观众有助于保持观众的热情，以增加观看次数。亲和力，认真和外向的特征对在线观看行为具有积极影响。外向性