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Understanding Online Sociability: Investigations on Sociability Determinants and Cultural Differences in Sociability Perception

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Social Media Tools and Platforms in Learning Environments

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Abstract

New online social tools provide more opportunities for social interaction between learners and instructors and among learners. The extent that a computer-supported communication environment supports online social interaction is referred to as the sociability of the environment. In this chapter, an integrated and user-centered approach to understand sociability of social media is presented. Based upon a wide review of literature, a framework of sociability is developed with five major components: purpose and benefit, people, social climate, mediated communication, and technological system. Then significant factors that affect the sociability of social media are identified based upon three empirical studies. The relationship between these factors and the user attitudes and behavior intentions are examined. The influence of culture on sociability is examined and an empirical comparison between German and Chinese internet users with regards to perceived importance of sociability items is presented. Finally, implications for design and use of social media for learning are discussed.

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  1. Department of Industrial Engineering, Institute of Human Factors and Ergonomics, Tsinghua University, Beijing, 100084, P.R. China

    Qin Gao & Pei-Luen Patrick Rau

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  1. Qin Gao
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  1. Stanford Linear Accelerator Center Scientific Computing and Computing Services, 20450, MailStop 97, Stanford, CA, 94309, USA

    Bebo White

  2. Dept. Computer Science and Engineering, The Chinese University of Hong Kong, Shatin, NT, Hong Kong SAR

    Irwin King

  3. AT&T Labs Research, 201 Mission St. Ste 200, San Francisco, CA, 94105-1831, USA

    Irwin King

  4. Caritas Institute of Higher Education Center of Excellence, Chui Ling Road 18, Tseung Kwan O, Hong Kong SAR

    Philip Tsang

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Gao, Q., Rau, PL.P. (2011). Understanding Online Sociability: Investigations on Sociability Determinants and Cultural Differences in Sociability Perception. In: White, B., King, I., Tsang, P. (eds) Social Media Tools and Platforms in Learning Environments. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-20392-3_13

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