社会临场感在多领域的发展及营销研究借鉴

The Development of Social Presence in Multi-Field and Implications for Marketing Research

社会临场感随着技术发展和革新逐渐从传统通讯领域拓展到远程教育、人机互动等领域,但涉入营销领域较晚。为此,以SSCI等数据库中62篇实证文献为对象,梳理了上述4个主要领域中社会临场感理论的起源发展、量表演变、相互影响、研究主题、来源期刊、重要文献、代表性学者等内容。在比较评述4个领域的研究基础上,从研究视角、理论基础、测量工具及主题拓展等方面提出对国内营销研究的借鉴。

With the development and innovation of technology, social presence in traditional com munication field gradually expands to the fields of remote education, human-computer or human-robot interaction, etc. But, it＇s dominatedly involved in marketing. Based on the 62 papers in the database such as SSCI, this paper investigates the origin and development of social presence theory, the evolution of scales, the theory and scales＇ interaction among multi-field, research topics, source journal, representative literature and scholars in the four fields. Then, on the basis of contrast and review on these fields, some implications about research perspectives, theoretical basis, measure tools and the expansion of topics are put forward for domestic marketing research.