The Influence Of Wechat Users' Personality Traits On Social Capital Accumulation

Social capital is an important resource for personal career development and organizational competitiveness.Studies have shown that those who have greater ability to build and use social capital can achieve better jobs,healthy bodies,and meaningful lives than those who are unable or unwilling to develop social capital.Organizations with sufficient social capital can also gain venture capital,financial support,sound organizational learning,and the power of word-of-mouth marketing.Individual social capital will vary depending on innate resources and acquired environment,behaviors.Differences in personality traits can affect people's psychological and behavioral performance,which in turn affects the accumulation of individual social capital.This study aims to explore the relationship between the personality traits and social capital of WeChat users,and to examine the mediating role of WeChat use intensity between the personality traits and social capital.Using the results of 249 questionnaires,the collected questionnaire data were analyzed using SPSS and AMOS statistical software.The results show that(1)extroversion,openness to experience,agreeableness have a significant positive impact on bridging social capital.Openness to experience and agreeableness have a significant positive impact on bonding social capital.(2)Extroversion and agreeableness positively affect the WeChat use intensity.(3)WeChat use intensity has a significant positive impact on bridging social capital and bonding social capital.WeChat use intensity has greater influence on bridging social capital.(4)WeChat use intensity plays a mediating role between extroversion and bridging social capital,agreeableness and bridging social capital,agreeableness and bonding social capital.(5)There is no significant relationship between conscientiousness,neuroticism and WeChat use intensity,social capital.This study has important theoretical and practical value for users to build social capital through mobile social networks on the basis of understanding their personality traits.