Boundary Generalized Reciprocity and Social Identity: A Case Study on the Mechanism of Social Network Game's In?uence on Social Behavior

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Chinese Journal of Journalism & Communication ›› 2019, Vol. 41 ›› Issue (6) : 48-65.

Boundary Generalized Reciprocity and Social Identity: A Case Study on the Mechanism of Social Network Game's In?uence on Social Behavior

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Abstract

There are two theoretical approches which can explain the in?uence of social network games on pro-social behavior: BGR and SIT. This paper used the players of Tencent's social network game "Honour of kings" in Qingdao as the respondents, and controlled the pro-social tendencies measurement, greed degree, attack traits such as the fve variables in order to beneft and helpless, the same team and the enemy team. The player's self-perception as an independent variable and the self-effcacy of the player as independent variables, this paper explored the impact on donations and pro-social behavior. The experimental results initially demonstrate that subjects’ self-effcacy has a signifcant impact on pro-social behavior; BGR has suffcient explanatory power towards pro-social behavior in social network games; and SIT has not enough explanatory power;Prosocial expectations of reciprocal social as an effective intermediary variable on the pro-social behavior has some intermediary effects. The research results help college students to raise awareness of mutual aids in the social networking environment, to enhance social cooperation skills, alleviate social barriers, and to consolidate real social relations through online social behaviors.

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Social network game / Boundary generalized reciprocity / Social behavior

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. Boundary Generalized Reciprocity and Social Identity: A Case Study on the Mechanism of Social Network Game's In?uence on Social Behavior. Chinese Journal of Journalism & Communication. 2019, 41(6): 48-65

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