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

> MeRC Working Paper #10 by Hassanein and Head, July 2004: socially rich text and pictures raised perceived usefulness, trust and enjoyment of shopping Websites.

Page URL: https://merc-mcmaster.ca/working-papers/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.