Factors enhancing mobile social networking friendship maintenance: a study of alumni community on Wechat

Abstract

This study aims to shed light on the influence of the factors (social presence, nostalgia, gratification opportunities and sense of virtual community) on users’ gratification of social connection needs and friendship maintenance under the context of group chatting community via mobile instant messaging application Wechat. Questionnaire survey was conducted with data collected from internet and then statistical analysis with SmartPLS was conducted to test the research model developed. The results showed that all of the factors (nostalgia, gratification opportunities and sense of virtual community) except social presence have positive effects on gratification of social connection needs and friendship maintenance. Therefore, it is important for social science researchers and businesses to have deep understandings of the Wechat users’ psychological and behavioral features in mobile internet era and this research will provide valuable experimental evidences for understanding the economy in mobile internet and contribute to the related scientific research.