性别、外向性和上进心对微信朋友匿的影响

The Influence of Gender, Extraversion and Aggressiveness on the Circle of Friends for WeChat

通过考察性别、外向性和上进心对微信朋友圈的影响，结果发现：上进心强、比较内向（低调）的男生在微信朋友圈里持续被点赞或被评论的概率更大，上进心强、比较外向（高调）的女生在微信朋友圈里最不可能持续被点赞或被评论。尽管微信朋友圈是私密性很强的传播空间，但其传播行为仍然受到群体的影响，当个人在朋友圈里发布信息时，符合社会“刻板印象”的信息容易受到群体的响应，反之，容易受到群体的疏离。广告主可以利用那些微信朋友圈获得更多响应的用户进行广告投放，广告效果会更加显著。

By examining the influence of gender, extraversion and aggressiveness on the circle of friends for WeChat, results of the experimental method show that schoolboys with strong aggressiveness and relative introversion （a little low-profile） are constantly received likes and comments while schoolgirls with strong aggressiveness and relative extraversion （a little high-profile） are less possibly received likes and comments. Although the circle of friends for WeChat is a very private communication space, the communication behaviors are still being affected by the group norms. When the person in the circle of friends disseminates information, those in line with social stereotype are susceptible to cause groups＇ responses and vice versa. Advertisers can make use of those who ~ive more resoonses to oush advertisements in the circle of Friends for WeChat.