The Influence Of Self-Presentation Of Social Network Sites On Online Altruistic Behavior Of College Students

With the development of the Internet,altruistic behavior has also developed from the real situation to the network situation.Under the background of positive psychology,researches pay more attention to the positive side of network use.The purpose of this study is to investigate the current situation and characteristics of college students’ online altruistic behavior,explore the psychological mechanism of college students’ self-presentation of social networking sites affecting online altruistic behavior.In this study,1176 college students from two universities in Shandong were investigated by using the online altruistic behavior scale,the self-presentation scale of social networking sites,the online positive feedback scale and the online interpersonal trust scale.Firstly,the present situation of college students’ online altruistic behavior,self-presentation of social networking sites,online positive feedback and online interpersonal trust,and the differences of demographic variables were statistically analyzed.Then,based on the correlation analysis,the moderated mediation model was tested.The results showed that:(1)The overall level of college students’ online altruistic behavior was at a medium level,and the level of boys’ online altruistic behavior was higher than that of girls.The self-presentation and online positive feedback of college students’ social networking sites were generally above the middle level,and the overall level of college students’ network interpersonal trust was low.(2)Self-presentation of college students’ social networking sites,online positive feedback,network interpersonal trust and online altruistic behavior were significantly positively correlated;Self-presentation of social networking sites(real self-presentation and positive self-presentation)can positively predict online altruistic behavior.(3)Online positive feedback played a partial mediating role between self-presentation of college students’ social networking sites and online altruistic behavior;Network interpersonal trust can moderate the latter half of the mediating effect of online positive feedback.Specifically,high online positive feedback can positively predict online altruistic behavior for students with high network interpersonal trust.The positive predictive effect of online positive feedback on online altruistic behavior of college students with low network interpersonal trust was weakened.Based on the above research results,suggestions for increasing college students ’ online altruistic behavior were presented: encouraging college students to actively use self-presentation strategies in the network;Guiding college students to use two presentation strategies alternately to obtain more online positive feedback;Improving college students’ network interpersonal trust level.