互动的重要性社会和心理因素的差别作用.pptVIP

Dimensions of Interactivity: Differential Effects of Social and Psychological Factors Dongvoung Sohn Bvung-Kwan Lee Department of AdvertisingUniversity of Texas-Austin 互動的重要性：社會和心理因素的差別作用 指導教授：劉以琳 報告者：古慧潔 鍾依伶 大綱 摘要 介紹 互動的多樣性 知覺互動的影響因素 互動重要性的差異特徵：多樣回歸結果 討論 未來研究啟示 摘要 This study investigates how the latent factors of perceived interactivity differ in terms of their relationships with various social factors, including social network density and frequency of interactions, as well as with psychological factors, such as individuals need for cognition. 本研究探討知覺互動不同於各種的社會因素關係，包括社會網路密度和互動的頻率以及心理因素，如個人的需求認知。 By conducting a factor analysis and a series of multiple regression analyses, it was found that the dimensions were differentially influenced by social and psychological indicators. 通過進行因素分析和一系列的多元回歸分析，發現該差異的影響因素，包括社會和心理指標。 介紹 Human perception of interactivity is indispensable in studying the effects of interactive media on individuals: Whether people actually perceive a medium/vehicle as interactive is the only valid criterion for judging its interactivity. For this reason, some researchers have attempted to define and develop tools for measuring peoples perceived interactivity (e.g., McMillan Hwang, 2002; Wu, 2000). 互動性的人類知覺在個人學習效果是不可缺少的媒介： 人們是否實際上認為一個互動媒介，是用於判斷其互動性的唯一有效標準。 對此原因，一些研究人員已經嘗試定義並且發展知覺互動的測量工具。 defines interactivity narrowly as a process-oriented concept indicating the degree of sequential relatedness among messages. In this unidimensional definition, interactivity refers to the extent to which messages in a sequence relate to each other, and especially the extent to which later messages recount the relatedness of earlier messages (Rafaeli Sudweeks, 1997). 介紹 狹隘的定義指出，訊息中連續關係的程度是互動過程為導向的概念。在這個定義，互動性是指”一連串與彼此有關的訊息程度，尤其後來的訊息程度較早期的相關”。 In contrast, several researchers have attempted to define interactivity as a broader, multidimensional concept (Heeter, 2000). 與此相反，一些研究人員試圖確定更廣泛的互動性，多層面的概念。 Laurel (1990) defined interactivity as a concept based on th