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

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.