بررسی مشخصه‌های روانسنجی مقیاس تجربه تعامل فرا اجتماعی در نمونه دانشجویان ایرانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه روانشناسی، دانشکده روانشناسی و علوم تربیتی، دانشگاه تهران، تهران، ایران

2 گروه روانشناسی، دانشکده روانشناسی و علوم تربیتی، دانشگاه تهران، تهران، ایران.

3 دانشجو کارشناسی ارشد روانشناسی عمومی، دانشکده ادبیات و علوم انسانی، پردیس دانشگاه گیلان، رشت، ایران.

4 استادیار گروه روانشناسی، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران.

5 گروه روانشناسی دانشگاه پیام نور

6 گروه روانشناسی، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران.

چکیده

هدف: پژوهش حاضر با هدف بررسی مشخصه‌های روانسنجی مقیاس تجربه تعامل فرا اجتماعی در نمونه دانشجویان ایرانی صورت گرفت.
روش‌: طرح پژوهش توصیفی و از نوع اعتبارسنجی بود. جامعه آماری پژوهش شامل دانشجویان دانشکده ادبیات و علوم انسانی دانشگاه گیلان در سال 1397 بود (4114=N). از این بین 240 دانشجو خانم و آقا با روش نمونه‌گیری در دسترس انتخاب گردیدند. به منظور ارزیابی نسخه ایرانی مقیاس تجربه تعامل فرا اجتماعی و پیام ویدئویی مرتبط با آن (هارتمن و گلدهورن، 2011) از ابزارهایی برای سنجش آدرس‌دهی، جذابیت ادراک شده، اعتماد ادراک‌شده، حرفه‌ای بودن ادراک‌شده، توانایی اتخاذ دیدگاه، لذت و تعهد به هنجارها استفاده شد. داده‌ها به‌کمک نرم‌افزار SPSS24 با استفاده از ضریب همبستگی پیرسون، تحلیل عاملی اکتشافی، تحلیل واریانس تک متغیری و تحلیل رگرسیون چندگانه پردازش شدند.
یافته‌ها: تحلیل عاملی اکتشافی آشکار ساخت یک‌ عامل استخراج‌شده مجموعاً 03/56 واریانس کل EPSI را تبیین می‌کند. ضریب‌ آلفای کرونباخ برای آن 84/0 محاسبه شد. ضریب همبستگی EPSI با سایر ابزارهای نامبرده در دامنه 13/0 تا 53/0 (05/0p< و 01/0p<) به‌دست آمد که تایید کننده روایی سازه‌ای EPSI بود. بر اساس نتایج بدست‌آمده، تاثیر اصلی زاویه دوربین بر نمره کل تجربه تعامل فرا اجتماعی معنی‌دار به دست آمد (01/0> p). همچنین نتایج نشان می‌دهند، متغیر آدرس‌دهی و لذت به‌طور معنی‌داری تجربه تعامل فرا اجتماعی را پیش‌بینی می‌کنند (0001/0>p ).
نتیجه‌گیری: با توجه به مشخصه‌های روانسنجی مناسب نسخه ایرانی مقیاس تجربه تعامل فرا اجتماعی، از مقیاس پیش‌رو می‌توان در بررسی-های تعامل فرا اجتماعی با اشخاص رسانه‌ای و مطالعات مرتبط با پیوستگی‌های فرا اجتماعی بهره برد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigation of Psychometric Attributes of the Experience of Parasocial Interaction Scale in Iranian Students Sample

نویسندگان [English]

  • Reza Shabahang 1
  • Mohammad Ali Besharat 2
  • Benyamin Mokhtari Chirani 3
  • Sajjad Rezaei 4
  • mansooreh nikoogoftar 5
  • Farzin Bagheri Sheykhangafshe 6
1 Department of psychology, Faculty of psychology and educational psychology, Tehran university, Tehran, Iran.
2 Department of psychology, faculty of psychology and educational sciences, Tehran University, Tehran, Iran.
3 M.A Student of General Psychology, Faculty of Literature and Humanity Sciences, University of Pardis Guilan, Rasht, Iran.
4 Assistant Professor of Psychology, Faculty of Literature and Humanity Sciences, University of Guilan, Rasht, Iran.
5 payame nour university
6 Department of psychology, faculty of literature and humanity sciences, Guilan University, Rasht, Iran.
چکیده [English]

Objective: The present study aimed to investigate psychometric attributes of the Experience of Parasocial Interaction Scale in Iranian students sample.
Method: The research design was descriptive and validation study. The statistical population of the study consisted of students from the faculty of literature and humanities of the University of Guilan in 1397 (N=4114). Among them, 240 female and male students were selected by available sampling method. In order to evaluate the Iranian version of experience of parasocial interaction scale and related video message (Hartmann & Goldhoorn, 2011), measures for evaluating addressing, perceived attractiveness, perceived trustworthiness, perceived expertise, perspective-taking, enjoyment and commitment to the norms were used. Data were processed by SPSS24 software using Pearson correlation coefficient, exploratory factor analysis and univariate analysis of variance and multiple regression analysis.
Results: Exploratory factor analysis revealed that extracted factor explaining 56.53 of EPSI variance. The Cronbach's alpha coefficient was calculated to be 0.84. Correlation coefficient of EPSI with other measures was got ranging from 0.13 to 0.53 (p Conclusion: Considering appropriate psychometric attributes of the Iranian version of experience of parasocial interaction, the present scale can be used in studies of parasocial interaction with media and related studies of parasocial bonds.

کلیدواژه‌ها [English]

  • Experience of parasocial interaction
  • Iranian students sample
  • Reliability
  • Validity

مراجع

منابع
-          Auter, P. J., & Davis, D. M. (1991). When characters speak directly to viewers: Breaking the fourth wall in television. Journalism Quarterly, 68(1-2), 165–171.
-          Auter, P. J., & Palmgreen, P. (2000). Development and validation of a parasocial interaction measure: The audience‐persona interaction scale. Communication Research Reports, 17(1), 79-89.
-          Berscheid, E., Snyder, M., & Omoto, A. M. (1989). The Relationship Closeness Inventory: Assessing the Closeness of Interpersonal Relationships. Journal of Personality and Social Psychology, 57(5), 792-807.
-          Bocarnea, M. C., & Brown, W. J. (2007). Celebrity-Persona Parasocial Interaction Scale. In R. A. Reynolds, R. Woods, & J. D. Baker (EDs). Handbook of Research on Electronic Surveys and Measurements (pp. 309-312). Hershey, PA: Idea Group Reference. 
-          Bond, B. J. (2018). Parasocial Relationships with Media Personae: Why They Matter and How They Differ Among Heterosexual, Lesbian, Gay, and Bisexual Adolescents. Media Psychology, 21(3), 457-485.
-          Chung, S., & Cho, H. (2014). Parasocial relationship via reality TV and socialmedia: its implications for celebrity endorsement. Research Collection Lee Kong Chian School of Business.
-          Cohen, J. (1999). Favorite characters of teenage viewers of Israeli serials. Journal of Broadcasting and Electronic Media, 43, 327-345.
-          Cohen, J. (2006). Audience identification with media characters. In J. Bryant & P. Vorderer (Eds.), Psychology of entertainment (pp. 183–197). Mahwah, NJ: Erlbaum.
-          Cohen, J., Oliver, M. B., & Bilandzic, H. (2018). The Differential Effects of Direct Address on Parasocial Experience and Identification: Empirical Evidence for Conceptual Difference. Communication Research Reports, 0(0), 1-6.
-          Cole, T., & Leets, L. (1999). Attachment Styles and Intimate Television Viewing: Insecurely Forming Relationships in a Parasocial Way. Journal of Social and Personal Relationships, 16(4), 495-511.
-          Cummins, R. G., & Cui, B. (2014). Reconceptualizing Address in Television Programming: The Effect of Address and Affective Empathy on Viewer Experience of Parasocial Interaction. Journal of Communication, 64(4), 723-742.
-          Davis, M. H. (1980). A multidimensional approach to individual differences in empathy. JSAS Catalog of Selected Documents in Psychology, 10, 85.
-          Davis, M. H. (1983). Measuring individual differences in empathy: Evidence for a multidimensional approach. Journal of Personality and Social Psychology, 44(1), 113–126.
-          Derrick, J. L., Gabriel, S., & Tippin, B. (2008). Parasocial relationships and self‐discrepancies: Faux relationships have benefits for low self‐esteem individuals. Personal Relationships, 15(2), 261-280.
-          Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures. Human Communication Research, 42(1), 21-44.
-          Fisseni, H. J. (1997). Lehrbuch der psychologischen Diagnostik [Handbook of psychological assessment] (2nd edition). Gottingen, Germany: Hogrefe.
-          Gasiorek, J., & Hubbard, A. S. E. (2017). Perspectives on perspective-taking in communication research. Journal of Review of Communication, 17(2), 87-105.
-          Hartmann, T., & Goldhoorn, C. (2011). Horton and Wohl Revisited: Exploring Viewers' Experience of Parasocial Interaction. Journal of Communication, 61(6), 1104-1121.
-          Hoffner, C. (1996). Children’s wishful Identification and Parasocial Interaction with Favorite Television Characters. Journal of Broadcasting & Electronic Media, 40(3), 389-402.
-          Horton, D., & Wohl, R. R. (1956). Mass Communication and Para-Social Interaction. Psychiatry, 19(3), 215-229.
-          Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.
-          Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
-          Klimmt, C., Hartmann, T., & Schramm, H. (2006). Parasocial interactions and relationships. In J. Bryant & P. Vorderer (Eds.), Psychology of entertai Levine, T. R., & Kotowski, M. R. (2010). Measuring argumentativeness and verbal aggressiveness: Psychometric concerns and advances. In T. A. Avtgis & A. S. Rancer (Eds.), Arguments, aggression, and conflict: New directions in theory and research (pp. 67–81). New York, NY: Taylor & Francis. (pp. 291–313). Mahwah, NJ: Erlbaum.
-          Levine, T. R., & Kotowski, M. R. (2010). Measuring argumentativeness and verbal aggressiveness: Psychometric concerns and advances. In T. A. Avtgis & A. S. Rancer (Eds.), Arguments, aggression, and conflict: New directions in theory and research (pp. 67–81). New York, NY: Taylor & Francis.
-          Levy, M., & Windahl, S. (1984). Audience activity and gratifications: A conceptual clarification and exploration. Communication Research, 11, 51–78.
-          McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
-          Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.
-          Ohanian, R. (1991). The impact of celebrity spokesperson’ perceived image on consumer’s intention to purchase. Journal of Advertising Research, 31(1), 46-54.
-          Palmgreen, P., Wenner, L. A., & Rayburn, J. D. (1980). Relations between gratifications sought and obtained: A study of television news. Communication Research, 7, 161–192.
-          Perse, E. M., & Rebecca, R. B. (1989). Attribution in Social and Parasocial Relationships. Communication Research, 16(1), 59-77.
-          Peterson, J. L., Bellows, A., & Peterson, S. (2015). Promoting connection: Perspective-taking improves relationship closeness and perceived regard in participants with low implicit self-esteem. Journal of Experimental Social Psychology, 56, 160-164.
-          Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Centeral and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
-          Roasen, S. F., & Dibble, J. L. (2017). The Impact of Viewer Perceptions of Media Personae and Viewer Characteristics on the Strength, Enjoyment, and Satisfaction of Parasocial Relationships. Journal of Communication Studies, 68(1), 1-21.
-          Rubin, A. M., & Step, M. M. (2000). Impact of Motivation, Attraction, and Parasocial Interaction on Talk Radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654.
-          Rubin, A. M., Perse, E. M., & Powell, R. A. (1985). Loneliness, Parasocial Interaction, and Local Television News Viewing. Human Communication Research, 12(2), 150-188.
-          Schramm, H., & Hartmann, T. (2008). The PSI-Process Scales. A new measure to assess the intensity and breadth of parasocial processes. Communications, 33, 385-401.
-          Schramm, H., & Wirth, W. (2010). Testing a Universal Tool for Measuring Parasocial Interactions across Different Situations and Media: Findings from Three Studies. Journal of Media Psychology, 22, 26-36.
-          Tian, Q., & Hoffner, C. A. (2010). Parasocial Interaction with Liked, Neutral, and Disliked Characters on a Popular TV Series. Mass Communication and Society, 13(3), 250-269.
-          Tsiotsou, R. H. (2015). The role of social and parasocial relationships on social networking sites loyalty. Computer in Human Behavior, 48, 401-414.
-          Tukachinsky, R. (2010). Para-Romantic Love and Para-Friendships: Development and Assessment of a Multiple-Parasocial Relationships Scale. American Journal of Media Psychology, 3(1-2), 73-94.
-          Turner, J. R. (1993). Interpersonal and psychological predictors of parasocial interaction with different television performers. Communication Quarterly, 41(4), 443-453.
-          Velicer, W. F., & Fava, J. L. (1998). Affects of variable and subject sampling on factor pattern recovery. Psychological methods, 3(2), 231-251.
-          Wang, Q., Fink, E. L., & Cai, D. A. (2008). Loneliness, Gender, and Parasocial Interaction: A Uses and Gratifications Approach. Communication Quarterly, 56(1), 87-109.
-          Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333-347.
-          Young, A. F., Gabriel, S., & Hollar, J. L. (2013). Batman to the rescue! The protective effects of parasocial relationships with muscular superheroes on men's body image. Journal of Experimental Social Psychology, 49(1), 173-177.
-          Yuan, C. L., Kim, J., & Kim, S. J. (2016). Parasocial relationship effects on customer equity in the social media context. Journal of Business Research, 69(9), 3795-3803.
 
پژوهش های روانشناسی اجتماعی
دوره 8، شماره 32
بهار 1398
صفحه 17-44

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار