Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping |
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| Affiliation: | 1. Interaction Science Research Center, Sungkyunkwan University (SKKU), 25-2, Sungkyunkwan-Ro, Jongno-Gu, Seoul, Republic of Korea;1. University of Muenster – ERCIS, Leonardo-Campus 3, 48149 Muenster, Germany;2. University of Siegen, Chair of Information Systems, Kohlbettstrasse 15, 57072 Siegen, Germany;1. CITEC, Bielefeld University, 33619 Bielefeld, Germany;2. PennSylvania State University, 16803, State College, USA;1. School of Communication Studies, Kent State University, Kent, OH 44242, USA;2. College of Business, Global Business Track, Gachon University, Seongnam-Si, Gyeonggi-Do, South Korea;3. Department of Educational Psychology at Texas A&M University, College Station, TX 77843, USA;1. Information Technology Research Center, Yonsei University, 50 Yonseiro, Seodaemungu, Seoul, 120-749, South Korea;2. School of Business, Chosun University, 309 Pilmundaero, Donggu, Gwangju, 501-759, South Korea;3. Business School, Korea Advanced Institute of Science and Technology, 207-43, Cheongyangri-dong, Dongdaemoon-gu, Seoul, 130-012, South Korea;1. Information Technology Research Center, Yonsei University, 50 Yonseiro, Seodaemungu, Seoul 120-749, South Korea;2. College of Business, Chosun University, 309 Pilmundaero, Donggu, Gwangju 501-759, South Korea;3. Business School, Korea Advanced Institute of Science and Technology, 207-43, Cheongyangri-dong, Dongdaemoon-gu, Seoul 130-012, South Korea |
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| Abstract: | Electronic commerce typically lacks human warmth and sociability, since it is more impersonal, anonymous and automated than traditional face-to-face commerce. This paper explores how human warmth and sociability can be integrated through the web interface to positively impact consumer attitudes towards online shopping. An empirical study was undertaken to investigate the impact of various levels of socially rich text and picture design elements on the perception of online social presence and its subsequent effect on antecedents of attitudes towards websites. Higher levels of perceived social presence are shown to positively impact the perceived usefulness, trust and enjoyment of shopping websites, leading to more favourable consumer attitudes. Implications of these finding for practitioners and future research are outlined. |
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