An Exploration of Motivations for Online Identity Reconstruction from the Perspective of Social Learning Theory

Abstract

On social network platforms, people may edit their photos and alter personal information to build an online identity that is different from their offline identity. The increasingly close connection between the online and offline world may have some impact on the behavior of online identity reconstruction. This study explored the motivations for online identity reconstruction with personal interviews. Sixty-five university students participated in this study. Data were analyzed by content analysis method. We identified that people may reconstruct their identity due to vanity, self-confidence, bridging social capital, enjoyment, detachment, privacy concerns, and conformity. The motivations were interpreted based on Akers’ social learning theory. It is found that people’s social network (e.g., the individuals/groups around them) can influence their motivations for online identity reconstruction. The use of mobile technology also facilitates online identity reconstruction. This study contributes to the research on online identity reconstruction by taking into account the influence of people’s social networks and the effect of online-offline integration, providing a better understanding of motivations for online identity reconstruction.