The Influence of Social Presence on Consumers’ Perceptions of the Interactivity of Web Sites

ABSTRACT

Consumers’ perceptions about the interactivity of Web sites are a major concern for online firms. Drawing on previous literature on perceived interactivity and social presence, this study explores the influence of social presence on consumers’ perceived interactivity in the context of consumer-to-consumer interactions. Specifically, cognitive and affective social presence cues on a Web site may influence consumers’ perceptions of interactivity. An experimental study indicates that both cognitive social presence cues (the provision of information about other consumers online) and affective social presence cues (the use of emoticons in online consumer comments) enhance attitudes toward the Web site; the effects of these social presence cues on attitude are mediated by consumers’ perceptions of the control, responsiveness, and synchronicity of the Web site.

Keywords:

• perceived interactivity
• social presence
• attitude toward the Web site

ACKNOWLEDGMENTS

This paper was supported by National Natural Science Foundation Grant (China) No. 70902054, 70672068, and 70702019.

Additional information

ABOUT THE AUTHORS

Nan Cui (Ph.D., Wuhan University) is Assistant Professor of Marketing in the Economics and Management School, Wuhan University. His research interests include interactive advertising and marketing, consumer behavior, and brand management. He has published in MIS Quarterly, Journal of Marketing Science, and Management World, among others. E-mail: [email protected].

Tao Wang (Ph.D., Wuhan University) is the Head and Professor of Marketing in the Economics and Management School, Wuhan University. His research interests include marketing strategy, customer relationship management, and consumer behavior. He has published in Journal of Marketing Science and Management World, among others. He is the corresponding author for this article. E-mail: [email protected].

Shuang Xu (Ph.D., Wuhan University) is an engineer in the Department of High-tech Industry at Wuhan University. His research interests include online marketing and communication. E-mail: [email protected].