CAJ | 학술논문

对虚拟社区环境下的浏览者与发帖者之间的类社会互动关系进行了实证研究。结果表明,发帖者信息特征方面的因素与发帖者自身特征方面的部分因素会对浏览者感知发帖者类社会互动关系强度产生影响：发帖者信息特征方面的因素对浏览者感知发帖者类社会互动关系强度的影响高于发帖者自身特征方面因素的影响;浏览者感知发帖者的类社会互动关系越强,越倾向于购买发帖者所推荐的产品、感知社区的忠诚度越高;浏览者的依恋形式对浏览者感知发帖者类社会互动关系起到正向调节作用。
대허의사구배경하적류람자여발첩자지간적류사회호동관계진행료실증연구。결과표명,발첩자신식특정방면적인소여발첩자자신특정방면적부분인소회대류람자감지발첩자류사회호동관계강도산생영향：발첩자신식특정방면적인소대류람자감지발첩자류사회호동관계강도적영향고우발첩자자신특정방면인소적영향;류람자감지발첩자적류사회호동관계월강,월경향우구매발첩자소추천적산품、감지사구적충성도월고;류람자적의련형식대류람자감지발첩자류사회호동관계기도정향조절작용。
The goal of this research is to probe the mechanism of the parasocial interaction relationship between browser and poster in virtual communities.The results indicate that： i） elements from information aspect have greater effects on browser＇ perceived parasocial interaction relationship of poster than elements from aspect of poster＇s character;ii） as browser perceived parasocial interaction relationship of poster stronger,they generate buying intentions more intensively and show more loyalty to the virtual community;iii） browser attachment style has moderation effect on browsers＇ perceived parasocial interaction relationship of poster.