社会存在是诱发网络行为的一种重要情感诉求，与网络信息互动、社会品牌的在线参与、在线学习以及网络成瘾等密切相关，多用以表示个体在网络互动过程中所感知的自己与他人的接近程度，是衡量在线信息沟通的有效程度，其产生的核心条件是媒介丰富度与网络社会联结。自Short等提出社会存在理论以来，其相关研究备受网络信息与情报心理学者的重视。现阶段，学者们多从媒介等同效应与积极社会情感互动效应两个视角对社会存在的内涵与结构进行探索，未来学界有必要精确化社会存在的内涵与测量方法，并将其相关研究延伸至现实社会情境中。

Social presence as one of the most important emotional appeal of the online behavior, which is used to express the proximity of the person-to-person in the process of online social interaction. It is also an effective index to measure the online information communication. Furthermore, its central premise is media richness and the online social network connection. Since social presence was proposed by Short and his collaborators, its related researches have attracted much attention in the academia. Moreover, it is closely related to many titles, such as online information interaction, online social brand participation behavior, e-learning and information society, e-commerce and other network behaviors. At present, there are two main ways of measuring social presence, which namely is self- report scale and behavior index coding. The relevant research has shown that scholars have explored social presence from two perspectives of media equivalent effect and positive social emotion interaction effect. So that it is necessary to accurately measure the connotation and measurement of social existence, and extend its related research to real social situations in the future.