Online Shopping Perceived Social Presence Research: Focal Customer Perspective
Perceived social presence is considered to be a major design principle in computermediated communication and an important determinant of online shopping. In this research, a multidimensional customercentric modal of social presence that is more specific to people’s online shopping experience was developed and the potential of such a conceptualization was investigated to provide a better explanation of online shopping. The findings suggest that there is a competitive advantage for online retailers that use social cues that provide consumers with enhanced perceptions of human connection and the formation of emotional bonds.
Non-functionalmotives SocialPrensence Socialresponsetheory Socialfacilitationtheory Socialimpacttheory
Lu Hongbing Dong Dahai
School of Management. Dalian University of TechnologyCollege of Management. Dalian Jiaotong Universi School of Management. Dalian University of Technology Dalian, China
国际会议
广州
英文
1-4
2011-05-13（万方平台首次上网日期，不代表论文的发表时间）