{'fraction_non_alphanumeric': 0.0231023102310231, 'fraction_numerical': 0.0, 'mean_word_length': 5.275862068965517, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
A web-mediated communication (WMC) model based on activity theory

As corporate Web sites are becoming increasingly important marketing communication media, a communication activity via a Web site becomes a central issue among scholars and practitioners. Despite many rigorous studies, they do not provide a rich understanding of this new phenomenon. To overcome the shortcomings of previous research on the Web, we develop a conceptual model for Web-mediated communication (WMC). The model is based upon a school of social psychology, socalled activity theory. Activity theory is especially beneficial to investigate human activity related to the use of artefacts such as a Web site. The WMC model emphasises the importance of subjects’ (firms and consumers) role and their social interaction in communication processes. On the basis of the model, this paper discusses future directions for further research.