How observing interactions online affects attitudes and behavioral intention toward online social support: a vicarious interactions perspective

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ABSTRACT Vicarious interactions refer to active online users serving as surrogates, allowing passive users to observe and experience online interactions without directly participating. A 2 × 2 experiment examined how vicarious interactions within online support communities affect observers’ attitudes toward online social support and influence their behavioral intentions to support others. The result shows that only when observers see the support providers they can identify with receiving positive feedback from the support seeker can their attitudes lead to more positive behavioral intentions toward social support. The findings contribute to the line of studies in vicarious interactions and reinforcement theory.

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