A Study on the Connotation, Measuring Dimensions and Influence Factors of Sense of Circle in Mobile Social Networks

Abstract

The cultural psychology of Chinese differential pattern has produced the circle phenomenon, and the objective existence of the circle is also eroding all aspects of our life. Sense of circle is the subjective cognition of circle, guiding the expression and coordination of interpersonal relationships. With the rapid development of mobile social networks, the research of network circles has become a hot topic nowadays. This paper explores the structural connotation, measuring dimensions and influence factors of sense of circle by qualitative research and empirical test method. Results from this study shows that the connotation of sense of circle consists of four dimensions: shared beliefs, reciprocal exchange, role orientation, social structure and twelve component factors, Among them, shared beliefs consists of emotional attribution, common values, demand fulfillment. Reciprocal exchange consists of sense of resources, thinking orientation, interactive acquisition. Role orientation consists of responsible consciousness, learning consciousness, volunteering consciousness. Social structure consists of stratum categories, implicit norms, and tie strength. And these 4 dimensions has different significance level, especially the finding of role orientation improving and developing existing circle theory in social network. These conclusions make up the deficiency of the existing research, and have guiding influence on enterprises’ innovation and strategy.