Research On The Relevance Between Soul App User Behavior And User Social Capital

Over the past decade,mobile Internet has gradually become a major area of Internet development.Social software after years of development,has now formed a new structure which is mainly consisted by Stranger,Soul and Tan Tan,and supplemented by other products.Compared to the earlier launch of Stranger and Tan Tan,the Soul App,launched in 2016,made its cumulative user base exceed 100 million in 2020 by honoring a completely different value from Stranger and Tan Tan,which is to weaken the influence of geographic location and physical appearance and focus on soul matching through personality testing and interest mapping judgment.As a rising star of social software,Soul App has become a part of users' life.In this paper,we start from the relationship between Soul App user behavior and user social capital,explore the basic situation of Soul App user behavior and user social capital,and also explore the impact of Soul App user behavior on the online social capital that users acquire after using the app.First,the following two issues are sorted out and analyzed: 1 "Research on social media user behavior and social capital" and 2 "Research on Soul App",so as to further clarify the connotation and extension of the concepts of Soul App user behavior,user social capital and related measurement ideas in this study.Based on the above approach,this paper clarifies the measurement of Soul App user behavior in terms of usage intensity and usage motivation,and the measurement of Soul App user social capital in terms of online bridging social capital and online bonding social capital.Second,because there is no established scale to measure Soul App usage motivation,this study subdivides usage motivation into five aspects: interpersonal interaction,entertainment,other-centered oriented self-presentation,self-centered oriented self-presentation,and information acquisition based on semi-structured interview data.In developing the scale,this paper completed the initial scale design by adapting existing scales primarily,supplemented by the formation of self-composed entries based on interview data.Moreover,after the pre-test of the questionnaire,some entries in the initial scale were modified and eliminated to form the official scale.Finally,the variables were measured using the questionnaire method,and the research hypotheses were tested based on the results of SPSS data analysis.The analysis of variance data showed that egocentrically oriented self-presentation motivation and motivation to obtain information differed significantly between gender groups;and three dimensions,motivation to obtain information,online bridging social capital,and online bonding social capital,differed significantly between age groups.The correlation analysis data showed that age,intensity of use,and the four motives of other-centered oriented self-presentation,information acquisition,interpersonal interaction,and self-centered oriented self-presentation were positively correlated with the online bridging and online bonding social capital of Soul App users;the motives of entertainment were negatively correlated with the online bridging and online bonding social capital of Soul App users.The regression analysis data indicate that Soul App users' behavior affects users' social capital,and the analysis results are as follows.First,the usage intensity of Soul App users positively affects users' online bridging-type social capital and online bonding-type social capital.This indicates that the higher the usage intensity of Soul App users,the higher their online social capital.Second,the different usage motivations of Soul App users have different effects on users' social capital(online bridging and online bonding social capital).Among them,interpersonal interaction,other-centered oriented self-presentation and information acquisition motives have positive effects on users' social capital;entertainment motives have negative effects on users' social capital;and self-centered oriented self-presentation motives do not have significant effects on users' social capital.Third,age has a positive effect on both online bridging and bonding social capital.The effects of gender,education level,and current residence on users' online bridging social capital and online bonding social capital are not significant.