ABSTRACT

Interactivity is an important concept in the study of online social processes. Two experiments tested how interactivity influenced people’s willingness to comment on social media and their perceptions of a company’s corporate social responsibility (CSR) efforts. Across two operationalizations of interactivity (presence/absence of replies, high/low degree of reference to earlier messages), interactivity led to greater perceived contingency, which led to greater willingness to comment and more positive CSR perceptions. Results advance the interactivity effects model by demonstrating that (a) perceived contingency plays a crucial role in interactivity effects, (b) language intensity moderates the relationship between perceived contingency and willingness to comment, and (c) perceived contingency is fostered only by companies’ interactive messages and not consumers’ interactive messages.

摘要

交互性是在线社会过程研究中的一个重要概念。两个实验测试了交互性如何影响人们在社交媒体上发表评论的意愿以及他们对公司企业社会责任 (CSR) 努力的看法。在交互性的两种操作（存在/不存在回复、对早期消息的高/低参考度）中，交互性导致更大的感知偶然性，从而导致更愿意发表评论和更积极的 CSR 看法。结果通过证明（a）感知偶然性在交互作用中起着至关重要的作用，（b）语言强度调节感知偶然性和评论意愿之间的关系，推进了交互作用模型，