Research On WeChat Moments Share Motivation And Its Influencing Factors

As the number one acquaintance social media in China,WeChat has received much attention since its birth.As a key function of WeChat,WeChat friends circle contains a large number of original and forwarding dynamics,rich in information,and gradually become the main channel for people to obtain first-hand information.Especially as the forwarding of information fission diffusion,it has become one of the main forms of the dynamics of the circle of friends.As a point-to-multiple communication channel,the WeChat circle of friends varies from person to person.Users' hobbies and personality traits will affect users' network impression management strategies,and will also affect the circle of friends.Based on this,this study aims to find out the motives behind the forwarding of WeChat friends circle and its influencing factors,and at the same time understand the personality,network impression management strategy and the logic behind the engine.Based on the grounded theory,the author conducted a qualitative interview with eight WeChat friends in the seed user,and obtained the WeChat friend circle forwarding action model.The model mainly includes the engine and its influencing factors.The author collected a total of 372 valid questionnaires in Study 2.Quantitative analysis of the relationship between personality,WeChat friend circle impression management strategy and WeChat friends circle engine.The research has the following conclusions: 1)WeChat friends circle has eight major motives: entertainment amusement motivation,self-expression motivation,information cognitive motivation,interpersonal motivation,altruistic motivation,collection motivation,economic interest motivation and avoidance loss motivation..2)The main factors affecting friend circle forwarding are peer intimacy,channel difficulty and information,information factors,time pressure and individual's own personality traits and hobbies.3)The extroversion is positively related to the entertainment and amusement motivation,self-expression motivation,information cognition motivation,interpersonal motivation,altruistic motivation and economic benefit motive in the circle of friends;the altruism and the circle of friends in the engine are positive.Correlation;Responsibility is positively related to the entertainment amusement motivation,self-expression motivation information cognitive motivation,interpersonal motivation,and collection motivation in the circle of friends,and negatively correlated with the motivation to avoid loss.Emotional stability is positively related to the entertainment and amusement motivation,self-expression motivation,information cognition motivation,interpersonal winter,altruistic motivation,collection motivation,economic interest motivation in the circle of friends,and negatively correlated with the motivation to avoid loss.The openness of experience is positively related to the entertainment and amusement motivation,self-expression motivation,information cognitive motivation,interpersonal motivation,and altruistic motivation in the circle of friends.4)The extraversion is positively related to the acquired network impression management strategy;the pleasantness is in line with the protective network impression management strategy;the responsibility is related to the acquired network impression management strategy;the emotional stability is positively correlated with the acquired impression management strategy.Experience openness is positively related to acquired impression management strategies.5)Acquired network impression management strategy is positively related to recreational pastime,self-expression motivation,interpersonal motivation,altruistic motivation,collection motivation,economic interest motivation,and avoidance loss motivation;protective network impression management strategy is positively correlated with altruistic motivation.