Title :
Online shopping perceived social presence research: Focal customer perspective
Author :
Hongbing, Lu ; Dahai, Dong
Author_Institution :
Sch. of Manage., Dalian Univ. of Technol., Dalian, China
Abstract :
Perceived social presence is considered to be a major design principle in computer-mediated communication and an important determinant of online shopping. In this research, a multidimensional customer-centric 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.
Keywords :
Internet; competitive intelligence; computer mediated communication; customer relationship management; retail data processing; competitive advantage; computer mediated communication; focal customer perspective; multidimensional customer centric modal; online retailer; online shopping; social presence research; Avatars; Communities; Computers; Humans; Internet; Psychology; Web sites; Non-functional motives; Social Prensence; Social facilitation theory; Social impact theory; Social response theory;
Conference_Titel :
Business Management and Electronic Information (BMEI), 2011 International Conference on
Conference_Location :
Guangzhou
Print_ISBN :
978-1-61284-108-3
DOI :
10.1109/ICBMEI.2011.5916960
