Para-Social Presence Questionnaire

From EuroVR Knowledge Base

Description

The construct para-social presence was developed to capture the relational component between a website and its customers. The website was seen as a social actor. The questionnaire is based on 5 sub-components of relational communication identified by Burgoon & Hale (1987): Immediacy/Intimacy, Sense of understanding, Positivity, Involvement, Dominance. Each dimension is measured by 6-8 items.

Primary Reference or Source

• Kumar, N., & Benbasat, I. (2002). Para-social presence and communication capabilities of a website: A theoretical perspective. e-Service Journal, 1(3), 5-24.