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借鉴认知语言学、语用学等方面的理论研究成果,讨论文本歧义的理解机制及读者进行意义选择时所遵循的原则。 相似文献
2.
Interactivity, which is a key characteristic of the live streaming commerce environment, fosters users’ active attitudes and behaviors in communications and transactions. However, the literature on live streaming commerce, is scarce, and few studies examine how interactivity influences customers’ non-transactional behaviors from a dynamic perspective. In this setting, based on the stimulus-organism-response (S-O-R) framework, we developed a research model using real-time data to investigate the dynamic effect of interactivity on customer engagement behavior through tie strength in live streaming commerce, which is a relatively new derivative of social commerce. This study developed a text mining method to quantify constructs using a large-scale sample of 3,500,445 online review texts. Our empirical study found that interactivity has a curvilinear relationship with customer engagement behavior. Besides, tie strength plays an intermediary role between interactivity and customer engagement behavior. It was further observed that both tenure of membership and popularity have an important moderating relationship between interactivity and tie strength. The study enriches the relationship marketing theory and live streaming commerce literature. Moreover, this study is one of the first studies to use real-time online data for live streaming commerce research. 相似文献
3.
《International Journal of Information Management》2017,37(3):142-149
While some conceptual studies have highlighted the impact that Web 2.0 technology and social media have on cultural industries, empirical evidence is still missing. Specifically, no study has considered the role of cultural bloggers, who mediate the information flows from cultural organizations to consumers. To fill this gap, this paper suggests and tests a model that explains blog readers’ intentions to consume cultural products suggested by the blog. The findings from a sample of 215 cultural blog readers show that the impact of the blog on reader intention to consume the products suggested by the blog is strongly influenced by reader engagement with the blog. In addition, the results highlight the effects of content quality, enjoyment, and homophily. The implications of these findings for bloggers and for organizations communicating through bloggers are discussed in detail. 相似文献
4.
Interactivity, group learning and student engagement are accepted as key features of social constructivist learning theories.
The challenge is to understand the interplay between such features in different learning environments. This study focused
on the qualitative differences between two interventions—small-groups and whole-class discussions. In both interventions,
three short video slices on the abstract topic ‘the physics of superconductivity’ were interspersed with the different discussion
styles. The video slices are based on the Bruner stages. Twenty-nine first year university physics students completed a pre-test,
underwent the intervention and completed a post-test. The remainder of the data were collected from student drawings, video
recordings, observer notes and facilitator feedback. Results indicate that the use of the video slices in both interventions
were successful in changing students’ understandings of superconductivity. However, the small groups treatment tended to facilitate
questioning, meaning-making and subsequent changes of ideas more so than the whole class discussions. Implications for research
and practice are discussed. 相似文献
5.
随着应用于课堂教学的技术环境不断变化,传统课堂以"教"为主的教学结构逐渐被以"学"为主的结构所取代。以"学"为核心的未来课堂教学结构的构成要素及相互关系发生了改变,本文研究了未来课堂教学结构中教学媒介、教师与学生、认知三层构成要素,讨论了它们之间相互耦合、相互作用的关系;并以课堂教学的两个主体——教师和学生为教学活动的核心要素,分别对未来课堂教学结构的多维、层级、互动三个特征进行了探讨。 相似文献
6.
《Communication monographs》2012,79(4):422-447
Research investigating relationship development through computer‐mediated channels has failed to acknowledge the importance of initial interactions. Increasingly, multimodal forms of communication, such as audio‐ and videoconferencing, in addition to text‐only formats have emerged on socially oriented websites designed for relationship initiation. Utilizing the principle of interactivity as a conceptual framework, the present study investigates whether increased structural interactivity provided by the additional aural and visual modalities influences initial interaction processes and outcomes online. The results indicate that increased availability of nonverbal modalities, combined with the valence of the information acquired, significantly affected interaction involvement and mutuality, which are markers of processual interactivity, as well as the interaction outcomes of uncertainty, predicted outcome value, and information seeking. Additional analysis revealed that mutuality mediated the effect of richness on postinteraction uncertainty level and the evaluations of future relationship potential. 相似文献
7.
Marketers increasingly use social media platforms as a promotion channel, and doing this, they prefer highly interactive social media because it allows consumers to socialize and network better. However, in this media, attention is often restricted towards primary purpose only as a result of the level of interactivity, thereby affecting consumer response towards the advertisement(ad). In this setting, the study analyzes the role of media interactivity and the effects it has on the reaction of customers towards the social media ad. Further, the study also introduces the conditional role of message relevant aspects, such as message vividness and anthropomorphism, and examines the intervening role of flow experience. Results from a between-subjects study indicate that interactivity hurts the consumer ad reactions. It also suggests that the right use of message relevant aspects can mitigate these adverse effects. Thus, the study makes a significant contribution to the literature and practice regarding the effects of social media interactivity which is relatively recent and has been overlooked by past researchers. 相似文献
8.
Mobile social platform such as WeChat Moments has gained great popularity in China in the past few years. However, there are still a lack of studies that focus on Guanxi network building in the virtual social community. Drawing upon social capital theory and technology affordance theory, this study develops a research model to examine the influences of platform media richness and interactivity on users’ social capital and participation behaviors in the WeChat Moments. An empirical survey was conducted in China and 287 valid data were collected from WeChat users. Structural equation modelling analysis was used to test the research model. The empirical results suggest that platform interactivity and media richness are significant technology affordances that promote users’ Guanxi network, and their influences are mediated by social interaction and shared understanding. Furthermore, Guanxi network is positively associated with users’ active participation in the WeChat Moments. Theoretical and practical implications are illustrated in the final section. 相似文献
9.
Thousands of smartphone apps geared toward monitoring health behaviors are released regularly. Even as developers flood the market with mHealth apps, consumers seem overwhelmed with choices and report lack of sustained use, which raises questions about their efficacy. An online survey (N = 513) found that perceived interactivity not only has a direct effect but also exerts an indirect effect via greater autonomous regulation on users’ attitudes and behavioral intentions toward mHealth apps. Frequency of tracking and updating personal data showed significant effects on behavioral intentions. Theoretical and practical suggestions for the design and evaluation of mHealth apps are discussed. 相似文献
10.
袁春花 《九江职业技术学院学报》2006,(4):28-29,27
多媒体教学是在传统教学基础上发展起来的，在现代教学中起着非常重要的作用，但是当前的教学模式仍不可能脱离传统的教学手段，多媒体教学手段只能作为“辅助”的作用。多煤体教学只是教学的一种手段，我们不能停留在形式，要使多媒体教学为教学目的服务，就必须有选择的使用多媒体教学，避免走入多媒体教学的怪圈。 相似文献