The Influence of Social Network Users' Personality Traits on Social Capital Accumulation——WeChat Based Research

Abstract

Abstract: The purpose of this study is to explore the relationship between the five personality traits of individual users in WeChat and their social capital, and to examine the mediating role of WeChat use intensity between the five personality traits and social capital. Using the results of questionnaires, the collected questionnaire data are analyzed using SPSS 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)WeChat use intensity plays a mediating role between extroversion and bridging social capital, agreeableness and bridging social capital, agreeableness and bonding social capital. Extroversion and agreeableness positively affect the WeChat use intensity. WeChat use intensity has a significant positive impact on bridging social capital and bonding social capital. (3)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.

Key words: social capital, big five personality, social network, WeChat use strength

Han Jin, Zhang Shengtai, Bai Shaoyi. The Influence of Social Network Users' Personality Traits on Social Capital Accumulation——WeChat Based Research[J]. Management Review, 2021, 33(2): 239-248.

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