GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity

Medientyp: E-Book

Titel: GOSIP in Cyberspace : Conceptualization and Scale Development for General Online Social Interaction Propensity

Beteiligte: Blazevic, Vera [Verfasser:in]; Wiertz, Caroline [Sonstige Person, Familie und Körperschaft]; Cotte, June [Sonstige Person, Familie und Körperschaft]; Ruyter, Ko de [Sonstige Person, Familie und Körperschaft]; Keeling, Debbie [Sonstige Person, Familie und Körperschaft]

Erschienen: [S.l.]: SSRN, [2016]

Umfang: 1 Online-Ressource (14 p)

Sprache: Englisch

Entstehung:

Anmerkungen: In: Journal of Interactive Marketing 28 (2014) 87–100
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments January 19, 2016 erstellt

Beschreibung: The interactive nature of the Internet has boosted online communication for both social and business purposes. However, individual consumers differ in their predisposition to interact online with others. Whereas an impressive stream of research has investigated media interactivity, the existence of individual differences in the use of different online media, that is, differences in general online social interaction propensity, has so far received less research attention. An individual's predisposition to interact online affects many important consumer behaviors, such as online engagement and participation. Thus, in this paper, we propose and conceptualize general online social interaction propensity as a trait-based individual difference that captures the differences between consumers in their predisposition to interact with others in an online environment. Based on eight studies, we develop and validate a scale for measuring general online social interaction propensity and demonstrate its usefulness in understanding diversity in levels of engagement and in predicting online interaction behaviors

Zugangsstatus: Freier Zugang

Nur in Feld suchen:

Zuletzt gesuchte Begriffe: