Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping

被引：627

作者：

Hassanein, Khaled ^{[1
]}

Head, Milena ^{[1
]}

机构：

[1] McMaster Univ, DeGroote Sch Business, Hamilton, ON L8S 4M4, Canada

来源：

INTERNATIONAL JOURNAL OF HUMAN-COMPUTER STUDIES | 2007年 / 65卷 / 08期

关键词：

e-commerce; social presence; web interface; Online trust; tam; enjoyment;

D O I：

10.1016/j.ijhcs.2006.11.018

中图分类号：

TP3 [计算技术、计算机技术];

学科分类号：

0812 ;

摘要：

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. Crown Copyright (c) 2007 Published by Elsevier Ltd. All rights reserved.

引用

页码：689 / 708

页数：20

共 145 条

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