دانلود رایگان مقاله مفهوم و توسعه آزمون گرایش تعامل اجتماعی آنلاین عمومی

Abstract

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.

Managerial Implications

Similarly, practitioners varying from Web designers to online marketing strategists are expected to benefit from the results of our conceptual and empirical work. Companies and institutions are increasingly trying to deliver value to their customers by engaging them in the marketing process. As interactive technologies reach unprecedented levels of sophistication and an impressive array of online contact points is at the disposal of online marketers, the ability to conduct a two-way dialog is still at the heart of relational exchanges. The willingness of customers to actively participate and engage in online interactions and communication therefore is now more relevant than ever. Our scale offers managers an actionable instrument that can readily be used to gauge their customers' proneness to interact with their company and assess this in the context of a multi-channel environment and consequently assist in designing effective communication strategies.