Abstract: In the age of mobile Internet, the way people communicate was overturned by the advent of WeChat. Like, as the interaction between network relationship, presents the self-regulation and social-identification of users. Using the method of questionnaire, the present study investigated the relationship between like-motivation and personal traits with 368 WeChat users. The results indicate that: 1)there are different motivation backgrounds behind like-behavior, with self-identification and social-identification playing the major role. 2)people with different motivations also have different personal traits. Specifically, self-identification is influenced by conscientiousness and extraversion, while social-identification is influenced by agreeableness and openness.

Key words: personal traits, OCEAN, WeChat Circle, like-behavior.

摘要： 移动互联网时代，微信的出现颠覆了人们的沟通方式，而点赞作为网络人际之间的互动更是呈现了用户的个人调节与社会认同。本研究采用问卷的方法，对368名微信用户的点赞动机与人格特质的关系进行调查。结果发现：（1）点赞行为有着不同的动机背景，这其中主要是自我认同和社会认同动机在起推动作用。（2）这其中不同动机的人又有着不同的人格特质，具体而言，严谨性与外向性影响自我认同，而宜人性与开放性影响社交认同。

关键词: 人格特质, 大五人格, 微信朋友圈, 点赞行为