Abstract
Online social interactions occur in many venues, from e-mail lists and Usenet newsgroups to real-time chat-rooms and multiuser domains (MUDs). We conceptualize such online interactions as intentional social action and study its individual-level antecedents (attitudes, perceived behavioral control [PBC], anticipated emotions) and social-level antecedents (subjective norms, group norms, social identity). Further, we examine a number of its key behavioral outcome consequences such as changes in offline interactions with family and friends, engagement in neighborhood activities and hobby groups, and the use of such mass media as television, radio, and print publications. An empirical study involving 545 members of 7 different types of high- and low-interactivity online venues not only supports our theoretical framework but uncovers interesting venue- and gender-related differences among participants.
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