Study On Influencing Factors Of Mobile Social Media Users' Self-Disclosure Behavior

In recent years,mobile social media has rapidly occupied a place in people's daily life by virtue of its convenience and rapidity to meet the social needs under various scenes.Mobile social media provides people with new ways of interacting and becomes an important channel for modern people to maintain and develop interpersonal relationships.Active self-disclosure in mobile social media is one of the essential means to maintain and develop a good social network.For mobile social platforms,rich user self-disclosure content is also an important resource for their development.The academic community has been studying the self-disclosure behavior of users in social media for a long time,and most of the research focuses on motivation,privacy concerns and other aspects,and studies self-disclosure behavior as a rational process.However,the influencing factors of self-disclosure should not only be considered from the perspective of rational cognition,but also should be related to emotional factors.After literature research,this study found the deficiencies of existing studies on selfdisclosure in social media,and selected social capital as the entry point to conduct the research,in order to add a new research perspective for the research in this field,and to provide effective suggestions for the development of mobile social platforms based on the research results.In addition to the combination of social capital theory and attachment theory,this study also introduces perceived interactivity to construct a research model of mobile social media users' self-disclosure behavior.This paper discusses the pre-influence factors of online social capital of users in mobile social media and its potential mechanism of self-disclosure behavior.Data collection was conducted through questionnaire survey,and 245 valid questionnaires were finally recovered.The research models and hypotheses were tested using Smart PLS 2.0.The data analysis results show that the theoretical model of this study has a good explanatory power and all hypotheses are true.The final conclusions of the study are as follows:(1)In mobile social media,perceived interactivity can significantly affect users' online social capital,and has a greater impact on bridging social capital than bonding social capital.(2)In mobile social media,users' online social capital can significantly affect their site attachment to the platform they use,and bridging social capital has a greater impact on site attachment than bonding social capital.(3)In mobile social media,users' online social capital and site attachment can significantly affect their self-disclosure behavior,among which site attachment has the largest influence on users' self-disclosure behavior.This study reveals two paths for online social capital of users in mobile social media to influence their self-disclosure behavior,one is the direct path and the other is the indirect path mediated by platform attachment.According to the main conclusions of this study,the theoretical and practical implications of this study are discussed,and suggestions for future research directions in the relevant fields are provided based on the limitations of this study.