Manipulating Social Presence Through the Web Interface and Its Impact on Consumer Attitude Towards Online Shopping

Working Paper #10 by Khaled Hassanein and Milena M. Head, July 2004.

Background

• Online shopping design aimed to reduce the user's cognitive burden.
• E-commerce typically lacked human warmth and sociability.
• It was more impersonal, anonymous and automated than person-to-person commerce.
• Social presence was known to affect trust and purchase intention.

Study and results

• An empirical study varied socially rich text and picture elements.
• Higher social presence raised perceived usefulness, trust and enjoyment.
• Consumer attitudes could become more favourable as a result.

Keywords: e-commerce, social presence, Web interface, online trust, TAM, enjoyment.