关 键 词 ：社会存在感； 社会空间； 媒介信息丰富度；社会网络联结学科分类：心理学--社会心理学
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.