Research On Influence Factors Of Selfie Posting Behaviors On Social Networking Sites

Currently,with the development of social networking sites and smart phones,taking and posting selfies on social networking sites has become one of the most active social networking related behaviors.People tend to do some self-presentation things,communicate and interact with others by posting various kinds of selfies on social networking sites.Take the famous photo sharing social networking site Instagram as an example.Since Instagram has included selfies in the theme category in 2011,the number of selfies has increased 17,000%between 2012 and 2013,nearly 93 million selfies are posted every day.Such active selfie posting behaviors have attracted attention from scholars.What factors have prompted people to post selfies on social networking sties has made people to think about it deeply.However,there is still a lack of empirical study on the selfie related behavior of social networking sites in domestic academia.In order to fill the gap in research of selfie related behaviors on social networking sites in domestic academia and further explain the influence factors of selfie posting behaviors on social networking sites,an extended Theory of Planned Behavior was used in this paper.A research model was constructed by using the need for popularity factor as the psychological motivation variable,narcissism as the personality variable,attitude,subjective norm and perceived behavior control as the social variables.And as China’s largest social networking site,WeChat was used as the research platform for this paper.A questionnaire was designed to investigate the influence factors of selfie posting behaviors on social networking sites from an empirical perspective(N=250).According to the results of this paper,user’s need for popularity,narcissism,subjective norm and perceived behavior control have significantly positive impact on their selfie posting intention and behavior on social networking sites;User’s attitude towards selfie posting behaviors has significantly positive impact on their selfie posting intention,but not on actual posting behavior.Besides,it’s tested in this paper that user’s selfie posting intention has significantly positive impact on their actual posting behavior,and intention’s mediator effect between predictive factors and actual posting behavior is significant.First of all,the conclusions of this paper have theoretical significance for academia to understand users’ selfie posting behavior and self-presentation behavior on social networking sites.In addition,the research conclusions of this paper also have management significance.The managers of social networking sites could use some strategies to improve user activity and user experience based on the research of this paper.And user’s selfie related behavior data could be used to differentiate users and develop user persona to improve the development of social networking sites and management for user’s self-presentation behaviors on social networking sites.