GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity |
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| Affiliation: | 1. Radboud University Nijmegen, Institute for Management Research, Department of Marketing, P.O. Box 9108, 6500 HK Nijmegen, The Netherlands;2. RWTH Aachen University, School of Business and Economics, Technology and Innovation Management Group, Kackertstr. 7, 52072 Aachen, Germany;3. Cass Business School, City University London, 106 Bunhill Row, London, EC1Y 8TZ, United Kingdom;4. Ivey Business School, Western University, 1151 Richmond Street, London, Ontario N6A 3K7, Canada;5. Maastricht University, Faculty of Economics and Business Administration, Marketing Department, P.O. Box 616, 6200 MD Maastricht, The Netherlands;6. Loughborough University, School of Business and Economics, Ashby Road, LE11 3TU, United Kingdom |
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| 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. |
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