Impact of Weibo User's Personality Traits on Loyalty

With the rapid development of science and technology, Internet penetration rate and mobile Internet usage rate are rising. Social networking site becoming one of the most important application in Web2.0. If social networking sites want to maintain a good development trend, they must start with the users themselves and find ways to improve user loyalty. Therefore, this study conducts research on the social networking site that have emerged in recent years:Sina Weibo, which is the most representative and influential application in China. This research object to understand the relationship between the personality traits and loyalty of Weibo users.