Effects of collaborative online shopping on shopping experience through social and relational perspectives

Collaborative online shopping refers to an activity in which a consumer shops at an eCommerce website with remotely located shopping partners such as friends or family. Although collaborative online shopping has increased with the pervasiveness of social networking, few studies have examined how to enhance this type of shopping experience. This study examines two potential design components, embodiment and media richness, that could enhance shoppers’ experiences. Based on theories of co-presence and flow, we examined whether the implementation of these two features could increase co-presence, flow, and the intention to use a collaborative online shopping website.