随着推荐个性化、情景具象化、类别多样化的功能设计，以视频为代表的社会化媒介逐渐深入并渗透到了人们的生活、自我体验中，同时用户在社交媒介中的活动也深受人格特质的影响，外倾性也成为了在社交媒介中最容易被辨识的特征。与此同时，由于选择性接触是消费线上内容时注意力经济的主要驱动因素，而用户的兴趣选择则在人们的注意力模式中发挥至关作用，用户的人格特征可能影响其兴趣选择。为此，探讨用户的人格特质如何影响其线上行为、兴趣转移是近年的研究热点。

自2020年哔哩哔哩弹幕视频网（以下简称“B站”）更新了品牌标语为“你感兴趣的视频都在B站”，B站成功摆脱了二次元ACG（动画、漫画、游戏，即Animation、Comics与Games的首字母缩写）的标签束缚，朝向更“大众”的视频社区内容社区演变。为此用户画像也历经多个阶段演变，用户的各类兴趣爱好都能在B站得到满足，故此B站兼容并包的特性促使其逐渐成为国内本土研究中首要的社交媒体之一。

本研究通过收集用户自我报告的问卷数据以及真实的视频浏览数据，探索了299位B站活跃外倾性其B站日常使用行为之间的影响关系。此外，为更详细地理解用户兴趣转换这一特征，以及用户的外倾性是如何影响用户的兴趣转换，本研究基于用户“兴趣空间”的几何编码的度量方法，量化用户在视频分区之间的兴趣转移。首先，在研究一中通过对外倾性与用户日常使用行为做相关分析，结果表明用户的外倾性与互动行为、分区使用上存在边缘相关。针对互动行为下的分享和点赞等功能再进行卡方分析，结果证实不同用户的外倾性影响其在B站使用日常习惯。其次，在研究二里部分证实了低外倾性用户更偏爱收看娱乐类视频。最后，通过“兴趣空间”的几何编码度量用户的兴趣转移情况，结果证明用户的外倾性显著影响了其兴趣转移。

本研究以B站为代表的视频平台为研究对象，旨在探索用户的人格特质对线上消费模式、兴趣转移所产生的影响，有助于更加全面地透析当下用户特征对“回声室”效应的作用，为视频平台的健康发展提供参考思路。

With the design of personalized recommendations, contextualized scenarios, and diverse categories, social media, represented by video, has gradually penetrated into people's lives and self-experiences, while users' activities in social media are deeply influenced by personality traits, and extroversion has become the most recognizable characteristic in social media. At the same time, since selective exposure is the main driver of the attention economy when consuming online content, and users' interest choices play a crucial role in people's attention patterns, users' personality traits may influence their interest choices. For this reason, exploring how users' personality traits influence their online behavior and interest shifts has been a hot research topic in recent years.

Since 2020, when the Bilibili updated its brand slogan to "All the videos you are interested in are on Bilibili", Bilibili has successfully broken away from the label of ACG (Animation, Comics and Games) and moved toward a more "popular" video community content community. Bilibili has successfully broken away from the confines of the ACG label and evolved into a more "popular" video community content community. As a result, the user profile has evolved through several stages, and all kinds of user interests can be satisfied on Bilibili. Therefore, the eclectic nature of Bilibili has gradually made it one of the top social media in domestic local studies.

This study explored the relationship between the 299 active extraversion and their daily use behavior on Bilibili by collecting user self-reported questionnaire data and real video viewing data. In addition, to understand in more detail the characteristics of user interest shifts and how users' extraversion affects their interest shifts, this study quantifies users' interest shifts between video partitions based on a geometrically coded measure of users' "interest space". Firstly, in Study 1, Pearson correlation analysis was done between extraversion and users' daily usage behaviors, and the results showed that there is a marginal correlation between users' extraversion and interactive behaviors and partition usage. A chi-square analysis was conducted for the functions of sharing and liking under interactive behavior, and the results confirmed that different users' extroversion affect their daily habits in Bilibili. Secondly, Study 2 partially confirmed that users with low extraversion prefer to watch entertainment videos. Finally, the geometric coding of "interest space" was used to measure users' interest shifting, and the results showed that users' extraversion significantly influenced their interest shifting.

This study aims to explore the influence of users' personality traits on online consumption patterns and interest shifts, which can help to analyze the role of user characteristics on the "echo chamber" effect and provide reference ideas for the healthy development of video platforms.