Abstract. In China, Sina Weibo is one of the most popular microblogging ser-vices. The relationship between Weibo users’ microblogging behavior and their personality as well as demographics was addressed in current study. 498 users completed the online survey and their social networking data was downloaded based on the Application Programming Interfaces. The results showed that: 1) Weibo users’ personality was associated with some aspects of microblogging behavior, especially, Extraversion and Openness significantly positively corre-lated with some aspects of microblogging behavior, while neuroticism signifi-cantly negatively correlated with that; 2) There were associations between some demographical factors and some aspects of microblogging behavior, for in-stance, the time spent in microblogging related to the age, educational level and monthly discretionary money, respectively. 3) The effect of gender on Weibo social networking size was significant, that was the amount of male Weibo us-ers’ followers was significantly greater than that of female users’.

Keywords: Personality, Microblogging, Sina Weibo, Demographics