Abstract
INTRODUCTION: This study focuses on understanding the unique causes and mechanisms of "Chinese-style lurking" on WeChat among university students, within a cultural context that emphasizes collectivism and face concern. The research also looks into the moderating role of trait mindfulness. METHODS: For the confirmation of these phenomena and to validate the theories, a structural equation model was constructed using the Stress-Strain-Outcome (SSO) theory and mindfulness buffering theory. The model was then tested and validated with data from 1,453 valid online surveys. These data were analyzed using the SmartPLS 4.0 software. RESULTS: The results indicate that collectivism increases face concern, which in turn escalates online social anxiety. Face concern completely mediates between collectivism and online social anxiety, creating a serial mediation effect between face concern, online social anxiety, and lurking behavior. Additionally, trait mindfulness was found to negatively modulate the pathways from collectivism to face concern and from online social anxiety to lurking. DISCUSSION: The findings underscore the influence of traditional Chinese culture on contemporary students' online behavior and provide a new perspective for understanding social media lurking in an Eastern context. The results suggest that a mindfulness-based approach could be used to mitigate the associated silence and anxiety.