Analysis Of We Chat Group Users And Social Capital Investment Behavior

Since its launch,We Chat has become one of the important communication tools in many people's daily lives.The We Chat group based on We Chat has both the social commonality of traditional communities and the characteristics of Internet virtual communities.We Chat groups can quickly and widely bring convenience to people's communication.With the penetration of We Chat groups in people's lives,people use Wechat groups more variously.Social capital investment behavior,as a type of We Chat use behavior,not only has important value for the research work of virtual community users,but also shows a certain reference for the governance of Internet groups.This article takes the We Chat group users in the virtual community as the research object,based on social network theory,combined with the TAM model and UTAUT model,through combing the relevant literature,summing up the factors that affect the social capital investment behavior of We Chat group users,and testing the impact through empirical analysis factor.First of all,this article explains the background of the research topic,based on combing the relevant literature,puts forward the research problems and solutions,and points out its theoretical and practical significance.Secondly,on the basis of collating the literature,it defines the relevant concepts and combs its theoretical framework.According to the theoretical framework and model,design the independent variables of this article,namely the strong and weak relationship,network structure,user behavior and information nature,and make relevant assumptions.Use the form of a questionnaire to verify the proposed hypothesis in a quantitative way.The study found that the most important influence on the social capital investment behavior of We Chat group users is the participation behavior,and the remaining are the type of online community,infotainment,intimacy,information usefulness and ease of use,online community trust and identity,and reciprocity Services,influence of the online community,and personal preferences will not affect the capital investment behavior of We Chat group users.Finally,this article summarizes and deepens the research results,and puts forward the shortcomings,in order to contribute to the research and governance of the virtual community.