Research on the Influencing Factors of College Students' Use of WeChat Moments from the Perspective of Social Comparison

The study selects college students as the survey objects, and examines the influence of different social comparative behaviors on the use of WeChat moments from the perspective of social comparison. This study used social comparison motivation as the independent variable, social comparison direction as the intermediary variable, and the use of WeChat moments as the dependent variable. Among them, social comparison motivation mainly includes self-improvement, self-enhancement and self-evaluation. Social comparison direction is mainly divided into upward social comparison and downward social comparison. The use of WeChat Moment is mainly divided into three levels: intensity of use, the active use and passive use, the positive self-presentation and true self-presentation. The results of the data show that: (1) College students have self-improvement, self-enhancement, and self-evaluation of social comparison motives in the WeChat moments, and social comparison motives are generally strong. (2) Undergraduates in the WeChat moments are more likely to compare upwards rather than downwards. (3) College students' self-improvement and self-enhancement motivations have a positive impact on the use of WeChat's moments. (4) College students motivated by self-improvement have a positive impact on the passive use of WeChat's moments through upward comparison. (5) Undergraduates motivated by self-improvement and self-enhancement have a positive impact on the positive self-presentation of the WeChat moments through upward comparison; college students motivated by self-enhancement have a negative influence on the true self-presentation of the WeChat moments through upward comparison and have a positive impact on the true self-presentation of the WeChat moments through downward comparison.