Social media environments effect on perceived interactivity: An empirical investigation from WeChat moments
ISSN: 1468-4527
Article publication date: 5 September 2018
Issue publication date: 2 April 2019
Abstract
Purpose
The purpose of this paper is to treat WeChat moments as social media environments and applies the research model to explore the effect of social media environments on perceived interactivity from the perspective of environmental psychology.
Design/methodology/approach
This paper proposes social media environments as effective stimuli for future participate in online social interactions. First, two cues of social media environments (user-to-system cues and user-to-user cues) can be important antecedents of users’ perception of interactivity. Second, users’ intention of future participates in online social interactions can be influenced by three dimensions of perceived interactivity (action control, connectedness and responsiveness). Using data from 334 users of WeChat moments, the authors conduct partial least squares analysis to validate the research model.
Findings
The results indicate that both technological and social environments positively affect three dimensions of perceived interactivity, respectively, including action control, connectedness and responsiveness. Moreover, actual findings also suggest that higher perceived interactivity increases users’ intention of future participate in online social interactions.
Originality/value
This work contributes to in-depth research on the relationships between social environments and perceived interactivity. Besides, this paper demonstrates that both technological and social cues of social media environments are significant elements in simulating users’ internal experience and behavioral intention. The main conclusions of this study can be valuable to social media developers and managers.
Keywords
Acknowledgements
This work has been supported by the Natural Science Foundation of China (Project Nos 716710111, 71271012 and 71332003) and funded by China Scholarship Council.
Citation
Xu, X., Yao, Z. and Sun, Q. (2019), "Social media environments effect on perceived interactivity: An empirical investigation from WeChat moments", Online Information Review, Vol. 43 No. 2, pp. 239-255. https://doi.org/10.1108/OIR-12-2016-0344
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited