直播社会临场感研究:量表编制和效度检验

Research on Live-broadcast Social Presence:Scale De­velopment and Validity Test

社会临场感(Social Presence,SP)在不同情境下的构成维度存在很大差异,目前现有的社会临场感研究和测量均不触及直播营销这样高实时立体互动的情况。本文构建并检验了直播社会临场感(Live Broadcast Social Presence,LBSP)的构成,开发了直播社会临场感测量量表。研究一采用项目分析法及探索性因素分析法等方法筛选确定正式量表,运用验证性因素分析(CFA)和平均变异抽取值(AVE)验证了直播社会临场感是一个三因素构念,包括共存临场感、交流临场感和情感临场感,且具有良好的构念效度。研究二通过构建法则网络并用结构方程模型的方法验证了LBSP量表具有良好的法则效度。研究三将已有的PSP量表和PP量表作为校标,检验了 LBSP量表的共时效度。本研究为今后展开直播模式下社会临场感相关商业和学术研究问题提供了有效的测量工具。

Dimensions of social presence differ among different situations.Existing research and measurements of social presence do not take live broadcast marketing into account,which involves high real-time multidimensional interactions.This paper constructs and tests the composition of Live-broadcast Social Presence(LBSP),and develops the measurement scale of Live-broadcast Social Presence.In Study 1,we screened and confirmed the formal scale by item analysis,exploratory factor analysis and other methods.It is verified that the live-broadcast social presence scale is a three-dimension construct,including coexistent presence,communicational presence,and emotional presence.Coexistence Presence refers to the degree to which an individual perceives the physical presence and accompaniment of others in live-broadcast.Communicational presence refers to the degree to which an individual feels that others are communicating smoothly in real-time during the live-broadcast.Emotional presence refers to the degree to which an individual`s emotional relationship with others is salient during live-broadcast.Confirmatory factor analysis and AVE results demonstrate the scale has ideal construct validity.In study 2,the law validity of LBSP scale is verified in law network.Group cohesion,perceived enjoyment and trust in E-Commerce are selected as calibration variables in the law network for there are many literatures proving that group cohesion has a positive effect on social presence in telecommunications,and the improvement of social presence can increase individuals`perceived enjoyment and trust in E-Commerce.Structural equation model analysis indicates ideal law validity.In study 3,concurrent validity is tested by examining the correlation between the live-broadcast social presence scale and other scales about presence.PSP scale and PP scale are selected as calibration standards to test the concurrent validity of LBSP scale.The results show ideal concurrent validity.In general,this study provides an effective measurement tool for future studies on commercial and academic issues related to social presence in the condition of live-broadcast.