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WeChat is a social networking platform. WeChat users create the content online to present themselves online, called self-presentation strategy, to build a personal network identity. This identity has the form of capital -the social capital. If the WeChat users take full account of the dimensions of the relationship maintenance and relationship initiation, the selfpresentation of individual online social capital will be shaped more effective, and this effect will be positively magnified. The study proved the moderator role of motive of WeChat usage in effectively adjustment the formation of WeChat users’ online social capital shaped by self-presentation. Keywords—self-presentation; WeChat; social capital; motive

Self-presentation Strategy of WeChat Users with Motives Impact on the Formation of Online Social Capital