社交媒体情境特性对自我呈现意愿的影响:自我同一性的调节作用

Effects of the Situational Characteristics of Social Media on the Intention of Online Self-presentation:Moderating Effect of Self-Identity

通过系统的实验控制,分析社交媒体情境特性(线上反馈积极性、线上反馈数量)对社交媒体自我呈现意愿的影响和自我同一性的作用。采用情境启动法,实验1和实验2分别探讨不同程度的线上反馈积极性和线上反馈数量对社交媒体自我呈现意愿的影响及自我同一性的作用。结果发现高、低程度的线上反馈积极性组之间差异显著,积极性越高,线上反馈数量越多,自我呈现意愿越强,且自我同一性在情境特性对自我呈现的影响中起到调节作用。实验3探讨了非预期目标观众情境下自我同一性对社交媒体自我呈现意愿的影响,结果表明,在非预期目标观众情境下,个体的后悔情绪和删除意愿会显著提升,自我同一性水平高的个体在面临非预期目标观众情境时受到的影响较小。

Through systematic experimental control,this paper discusses the effect of the situational characteristics of social media(online feedback valence,online feedback quantity)on the intention of online self-presentation and the role of self-identity.Using the situational initiation method,Experiment 1 and Experiment 2 respectively explored the effect of online feedback valence and online feedback quantity on self-presentation of social media and the effect of self-identity.Results show that there were significant differences between high-level and low-level feedback positivity groups.More positivity and higher online feedback quantity lead to stronger intention of self-presentation,and self-identity plays a moderating role between the situational characteristics and online self-presentation.Experiment 3 explores the impact of self-identity on online self-presentation when unintended audience are present.Results show that the regret mood and the intention of deletion of participants can be significantly improved in the situation in which unintended audience are present,and individuals with high-level self-identity are less affected when they face the situation of unintended audiences.