The Influence of Extraversion on Douyin UGC Creation: An Analysis of the Mediating Effect of Self-Presentation

With the further development of short-video sites through the social media ecosystem, user-generated content (UGC) has become the driving force of online communication. It is against this background that this research investigates the role of personality traits in the content creation behavior of the user. This paper treats extraversion as the central variable and, based on this, explores the influence of extraversion on the intention of the Douyin users to create UGC and adds self-presentation motivation to the model to determine whether this is a possible mediating variable. The information was gathered through the Wenjuanxing platform, which had 49 valid responses. They included descriptive statistics, reliability analysis, Pearson correlation analysis, and the mediation analysis based on the PROCESS macro. The findings reveal that extraversion has a strong positive correlation with UGC creation intention, implying that people who are more extraverted will be interested in producing short video content. Self-presentation motivation also has a positive relationship with UGC creation intention. Nonetheless, the extraversion and self-presentation motivation relationship was not significant and was thus not supported by the mediation value. On the whole, this research proves the direct effect of extraversion on the intention to create UGC and gives empirical data regarding the behavior as a creator of content based on personality on short-video services. The small mediating position of self-presentation motivation brings forward the necessity of further investigation to include other psychological reasons or differences in platforms.