Abstract:

Individuals evaluate their own opinions and abilities by comparing themselves to others in order to reduce uncertainty in these domains, and learn how to define themselves. This study focus on the factors that influence comparison in social media. Scales are modified and designed based on existing researches, and we used questionnaires to collect data. Results indicate that level of social comparison decreases as age increases. People with low income and high income have higher level of social comparison than people with average income. They also prove that competitive environment, pressure, homogeneity, accessibility have influence on social comparison tendencies, which provide empirical support for the further study of the psychological motivation of social media users self-presentation.

Key words: Social media, Social comparison, Self-presentation