Different views on the role of personal factors in moderating individual viewing behaviour exist. This study examined the impact of personality traits on individual viewing behaviour of facial stimulus. A total of 96 students (46 males and 50 females, age 23–28 years) were participated in this study. The Big-Five personality traits of all the participants together with data related to their eye-movements were collected and analysed. The results showed three groups of users who scored high on the personality traits of neuroticism, agreeableness and conscientiousness. Individuals who scored high in a specific personality trait were more probably to interpret the visual image differently from individuals with other personality traits. To determine the extent to which a specific personality trait is associated with users’ viewing behaviour of visual stimulus, a predictive model was developed and validated. The prediction results showed that 96.73% of the identified personality traits can potentially be predicted by the viewing behaviour of users. The findings of this study can expand the current understanding of human personality and choice behaviour. The study also contributes to the perceptual encoding process of faces and the perceptual mechanism in the holistic face processing theory.

关于个人因素在调节个人观看行为方面的作用，存在着不同的观点。这项研究检查了人格特质对面部刺激个体观看行为的影响。共有96名学生（男46例，女50例，年龄23-28岁）参加了这项研究。收集并分析了所有参与者的大五人格特征以及与他们的眼动有关的数据。结果显示，三组用户在神经质，乐于助人和尽责的人格特质上得分很高。在特定的人格特质上得分高的人更有可能以不同于其他人格特质的人来解释视觉图像。为了确定特定人格特质与用户视觉刺激行为的关联程度，开发并验证了一种预测模型。预测结果表明，识别出的人格特质的96.73％可以通过用户的观看行为来预测。这项研究的发现可以扩展当前对人格和选择行为的理解。该研究还为整体面部处理理论中的面部感知编码过程和感知机制做出了贡献。这项研究的发现可以扩展当前对人格和选择行为的理解。该研究还为整体面部处理理论中的面部感知编码过程和感知机制做出了贡献。这项研究的发现可以扩展当前对人格和选择行为的理解。该研究还为整体面部处理理论中的面部感知编码过程和感知机制做出了贡献。