Residents’ WeChat Group Use and Pro-Community Behavior in the COVID-19 Crisis: A Distal Mediating Role of Community Trust and Community Attachment

BACKGROUND: During the ongoing COVID-19 pandemic, the resident’s WeChat group has created a new material foundation for dialogue to occur and become a powerful platform for resident communication. This study explores the mechanism behind and the effects of residents’ WeChat group use on residents’ community trust, community attachment, and pro-community behavior. METHODS: An online survey questionnaire was used for data collection. The authors collected data from 500 commercial housing community residents in Wuhan, China, and analyzed the data using SPSS 26.0 and Mplus 8.3 software. RESULTS: This study’s findings uncover that (1) residents’ usage of WeChat groups has a statistically significant and positive impact on their community trust, community attachment, and pro-community behavior; (2) community trust and community attachment both play a mediating role in the mechanism behind residents’ usage of WeChat groups in improving pro-community behavior; and (3) the transmission and united effects between community trust and community attachment form a distal mediating role. CONCLUSION: The model systematically and comprehensively reveals the internal mechanism behind residents’ adoption of pro-community behavior. Community managers can actively participate in the resident’s WeChat group to ensure the dissemination of positive information in the community; enhance residents’ awareness of risk, community trust, and belonging; and cultivate community resilience. At the same time, community managers should also fully recognize the important transformative roles that community trust and community belonging play between the use of WeChat groups by residents and the formation of pro-community behavior. Community managers should actively establish a warm and trusting community culture, strive to create a community atmosphere with a sense of belonging, make residents develop emotional attachment to the community, and then form behavior that is beneficial to the community, greatly enhancing the resilience and self-management of the community in disaster situations.