How do we interact online? An approach to researching multidimensionality of online communication

Abstract

If different dimensions of online interaction are neglected and/or unknowingly combined in a research study there is a risk of misleading results due to compensatory effect. With respect to the multidimensionality of online interaction, two substantially different types of online communication are defined -procreative and transmissional. The procreative online communication is understood as a person's tendency to use the internet as a space for social interaction, which essentially differs from using the internet transmissionally, as a peer-to-peer communication channel between people who are familiar with one another. The aim of this paper is to explore more deeply the procreative dimensions of online communication. Based on our conceptual framework, we defined three procreativity dimensions and developed an Online Procreativity Scale (OPS) to measure them. The OPS has been validated through EFA and CFA and the three-dimensional structure has been confirmed. Using the OLS regression analyses we found that gender and psychological characteristics and social network sites (SNS) use have diverse influence depending on the procreativity dimension under observation. Gender, city size, share of unfamiliar SNS friends and loneliness predicted willingness to interact with strangers, while the time spent on SNS predicted only the tendency to participate in public online interaction.