Exploring potentials of personality matching between users and target systems by using fuzzy cognitive map

Abstract

Personality is always important in determining the users' behavior. A wide variety of systems and devices are also known to possess various kinds of personalities which can be described as a set of features. When users' personality and target systems' personality are matched, it can be said that the degree of personality matching is good. This paper deals with the issue of the importance of personality matching in analyzing users' behavior. The fuzzy cognitive map (FCM) was adopted to represent causal relationships between the personalities of users and target systems. Then, several scenarios were simulated with the constructed FCM. The results show that the personalities of the user and target systems significantly affect the quality of social interactions between them. In addition, we confirmed that this paper's approach reveals the possibility of using FCM to predict a user's personality traits from the FCM experiment results. Implications of the study and future directions are also discussed. © 2012 IEEE.