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

被引：57
|
作者：
Blazevic, Vera [1 ,2 ]
Wiertz, Caroline [3 ]
Cotte, June [4 ]
de Ruyter, Ko [5 ]
Keeling, Debbie Isobel [6 ]
机构：
[1] Radboud Univ Nijmegen, Inst Management Res, Dept Mkt, NL-6500 HK Nijmegen, Netherlands
[2] Rhein Westfal TH Aachen, Sch Business & Econ, Technol & Innovat Management Grp, D-52072 Aachen, Germany
[3] City Univ London, Cass Business Sch, London EC1Y 8TZ, England
[4] Univ Western Ontario, Ivey Business Sch, London, ON N6A 3K7, Canada
[5] Maastricht Univ, Fac Econ & Business Adm, Dept Mkt, NL-6200 MD Maastricht, Netherlands
[6] Univ Loughborough, Sch Business & Econ, Loughborough LE11 3TU, Leics, England
来源：
JOURNAL OF INTERACTIVE MARKETING | 2014年 / 28卷 / 02期
关键词：
Scale development; General online social interaction propensity; Individual difference; Social media; WORK ENGAGEMENT; PERSONALITY; BEHAVIOR; COMMUNICATION; PERFORMANCE; INVENTORY; SITUATION; COMMUNITY; INTERNET; LURKING;
D O I：
10.1016/j.intmar.2013.09.003
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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. (C) 2013 Direct Marketing Educational Foundation, Inc., dba Marketing EDGE. Published by Elsevier.
引用
收藏
页码：87 / 100
页数：14
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