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

Nan Cui, Tao Wang, and Shuang Xu

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.

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

Nan Cui, Tao Wang, and Shuang Xu

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...

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