Investigating Social Presence in Audio and Text Online Interaction for Language Learning

This study aimed at comparing the level of social presence generated in a voice-based chat room and a text-based forum when learners tried to build personal relationships and form an online community for learning on an online language course in China. A mixed-method approach was taken for the study, drawing on data from questionnaires to find out about student perception of social presence, and postings of text messages and audio messages in the communication of the student learning process to search for students’ projected social presence in terms of affective, interactive and cohesive features. Interviews were also conducted to supplement additional information with the hope of forming a complete picture of social presence in the reality of an online learning environment. The text-based forum and the voice-based chat room were found to have a different impact on student social presence. In terms of student perception, most of them were more likely to get to know peers in the text-based forum and thus developed a sense of community in their learning process of the online course. Yet they believed that the voice-based chat room had the advantage of helping them with course learning. In the actual interaction, the voice-based chat room was more interactive although the text-based forum was more affective and cohesive. But in terms of the affective category, the problem with the existing framework in literature was that there were no prosodic features included. Therefore, in future more research is needed to probe for the relationship between prosodic sound features and social presence, and the present theoretic framework must be extended. In interviews, students explained that in the voice-based chat room prosodic features led to higher peer awareness, which further reinforced this need.

Influence Mechanism of Clothing Anchor Features on Consumers'Purchase Intention

Relying on the field of e-commerce live broadcast,the features of clothing anchors are divided into four dimensions:charm features,recommendation features,display features and interaction features.The intermediate variable of social presence is introduced to construct a theoretical model of e-commerce live broadcast consumers'purchase intention.Based on the questionnaire survey data collection,using SPSS 23.0 software and Amos 23.0 software to analyze the data,it is concluded that the features of charm,recommendation,display and interaction of the clothing anchors have a significant positive impact on consumers'purchase intentions.Social presence plays a mediating role in the influence of the features of charm,recommendation,display and interaction on consumer'purchase intention.

Microblogging Reposting Mechanism: An Information Adoption Perspective

This study uses the Elaboration Likelihood Model （ELM） and social presence theory to examine the microblogging reposting mechanism. Subjective and objective data were collected from 216 respondents in a field experiment. The results indicate that information quality and source credibility of microblogging messages affect users＇ reposting intention by affecting their perceptions of the usefulness and enjoyment of the information. Perceived enjoyment has a greater impact on reposting intention than perceived usefulness. Furthermore, users are able to perceive social presence when interacting with microblogging messages. Social presence plays a full mediating role between information quality and perceived enjoyment, and a partial mediating role between information quality and perceived usefulness.

Applying TAM in B2C E-Commerce Research: An Extended Model

As one of the most widely accepted adoption models in information systems research, the technology acceptance model （TAM） focuses exclusively on cognition-oriented constructs such as perceived usefulness and perceived ease of use. This perspective may have limited the explanatory power of TAM when it is utilized in studying consumers’ adoption intentions of online shopping. Based on the contrasts between e-commerce systems and traditional workplace information systems as well as empirical findings from a variety of recent e-commerce research works, this paper analyzes an extended model which integrates three additional constructs： trust, social presence, and perceived enjoyment. The interrelationship between these constructs is also explained. Empirical validations of this extended model are expected in future research.