随着智能手机的普及，尤其是新冠肺炎病毒肆虐全球以来，人们通过社交网站进行的社交生活越来越多，如何提高社交网站上的社交质量也引起了研究者的关注。微信是目前中国社交网站使用率最高的一款应用软件，已有研究发现，微信朋友圈中的浏览者反馈可以降低朋友圈状态发布者的孤独感。那么，什么因素会影响浏览者的互动行为呢？本研究通过假设情境的实验操纵办法，以大学生为被试，探讨了朋友圈状态更新发布的内容表征形式及他人互动数量对微信朋友圈浏览者互动意愿的影响，并探究了浏览者与发布者的亲密度在其中的调节作用。

研究1（N = 553）探究朋友圈状态发布的内容表征形式对浏览者互动意愿的影响。发现图片表征和文字加图片表征的形式对浏览者互动意愿的影响要大于文字表征的形式，图片表征和文字加图片表征的形式对浏览者互动意愿的影响无显著差异。且浏览者互动行为中的点赞和评论意愿无显著差异。

研究2（N = 693）检验朋友圈状态的内容表征形式和他人互动数量对浏览者互动意愿的影响。结果发现，无论是文字表征形式还是图片表征形式，包含大量他人互动的朋友圈状态，相较于包含较少他人互动的状态，能引发浏览者更强烈的互动意愿；且朋友圈状态的内容表征形式和他人互动数量存在交互作用。浏览者的点赞和评论意愿无显著差异。

研究3（N = 1200）通过操纵浏览者和发布者之间的关系亲密度，发现浏览者-发布者的亲密度调节了朋友圈状态的内容表征形式及他人互动数量对浏览者互动意愿的影响。当浏览者与发布者高亲密时，无论是文字表征形式还是图片表征形式，以及他人互动数量，对浏览者互动意愿的影响均无显著差异；当浏览者与发布者低亲密时，无论是文字表征形式还是图片表征形式，包含更多他人互动数量的朋友圈状态比包含较少他人互动数量的朋友圈状态，能引发浏览者更强烈的互动意愿；朋友圈状态的内容表征形式、他人互动数量和浏览者-发布者的亲密度只在点赞意愿中存在三重交互作用。

本研究对浏览者互动行为的影响因素提出了新的解释，并考察了这种影响发生的边界条件。研究结果丰富了人际沟通，特别是社交网站的人际沟通心理学的现有理论，并启发应用软件的开发者思考如何促进积极的社交网站上的人际交往。

With the popularity of smart phones, especially since the COVID-19 virus spread around the world, people are engaging in more and more social life through social networking sites.  How to improve the social quality of social networking sites has attracted the attention of researchers. At present, WeChat is an application with the highest usage rate on social networking sites in China. Previous studies have found that the feedback of visitors can reduce the loneliness of publishers in Moments. So, what factors will affect the interactive behavior of visitors? By using the experimental manipulation method of hypothetical situation and taking college students as subjects, this study explores the influence of the representation forms of the content posted in Moments and the number of interactions with others on the interaction intention of visitors to WeChat Moments, and explores the role of interpersonal intimacy.

Study 1 (N  = 553) explored the influence of content representation forms in Moments on browsers' willingness to interact. It is found that the influence of moments represented by pictures on the interaction intention of visitors is greater than that of the moments represented by text. There was no significant difference in the interaction intention between the content of Moments represented by pictures and the content represented by text and pictures. Moreover, there was no significant difference in the willingness of visitors to LIKE and COMMENT in their interactive behavior.

In Study 2 (N  = 693), the interaction behavior of others in the status updates of Moments was increased, and the influence of the content representation forms and the number of interactions of others in the updates of Moments on visitors' interaction intention was tested. The results show that both the text and picture situations with a large number of other people's interactions are more likely to trigger the visitor's stronger willingness to interact than with a small number of interactions. And there is an interaction between the content representation forms of Moments and the number of others’ interactions. Consistent with the results of study 1, visitors showed a consistent tendency to respond to LIKE and COMMENT intention.

In Study 3 (N  = 1200), by manipulating the interpersonal intimacy between the visitors and the publishers, it was found that the interpersonal intimacy moderated the influence of the content representation forms and the number of others’ interactions on the visitor's interaction intentions. When the inperpersonal intimacy is high, there is no significant difference in the effect of the visitor's willingness to interact, regardless of the text representations or the picture representations. When the interpersonal intimacy is low, whether it is the situation represented by texts or the situation represented by pictures, the moments that contains a lot of other people's interaction can cause the visitor to have a stronger desire to interact than contains less interaction. That is, the results of study 2 are stable under the conditions of low intimacy. Moreover, The content representation form of comment, the number of others' interactions and the intimacy of the viewer publisher only have triple interactions in the like intention.

This study provides a new explanation for the influencing factors of visitors' interaction behavior and examines the boundary conditions under which such influences occur. The results enrich existing theories on the psychology of interpersonal communication, especially on social networking sites, and inspire application developers to think about how to promote positive interpersonal communication.