Socialpresence
Argyle and Dean (1965) interpret social presence through the concept of “immediacy behavior,” which fosters intimacy and lays the groundwork for subsequent research aimed at clarifying the definition of social presence Researchers have identified social presence as the ability of a medium to convey information about facial expressions, posture, attire, and non-verbal cues (Short et al., 1976) It is defined as the degree to which a medium enables users to perceive others as psychologically present (Fulke at, 1987) Social presence is understood as a facet of mediated communication, relating to both the properties of the medium and the participants' perceptions and attitudes during mediated interactions (Gunawardena, 1995) Ultimately, social presence reflects how users experience the presence of others during interpersonal communication, highlighting their awareness of another individual's existence or intelligence (Biocca and Nowak, 2011).
Many researchers explain socialpresenceonitsclose relationshiptoinformationrichness( R i c e etal.,1989;Straub,1994;StraubandKarahama,1998),whi chcentersontheinteractivityo f themedia(Sproulland Kiesler, 1986).G e f e n andStraub( 20 0
3 ), however,emphasize thepsychologicalconnection,wheresocialpresenceisconcerneda bout“humanwarmth”.Thus, thedeterminanto f s o c i a l p r e s e n c e r e l i e s o n amediumconveys o c i a b l e , warm,s e n s i t i v e , p e r s o n a l orintimateis(ShenandKhalifa ,2009)
A 2011 research summary analyzed thousands of previous studies related to website design, highlighting the significance of "social cues" in user experience It found that humanlike cues, such as facial images of shop representatives and emotionally evocative product displays, enhance social presence and elicit positive emotions Additionally, assistive interface features, including avatars and recommendation agents, play a crucial role in conveying social presence, although they often go unnoticed in research The study also emphasized the importance of social media cues, which incorporate non-experimental information from various sources, including other websites, user ratings, and social networks like Facebook and YouTube.
Online platforms like blogs and forums enhance social presence by stimulating interaction among users Research indicates that increasing the sense of social presence can be achieved through engaging users' imaginations Technologies such as personalization, recommendations, and consumer reviews foster an environment that encourages interaction, thereby enhancing the social presence of websites This can be accomplished through rich text and image content, personalized greetings, human audio and video, intelligent agents, and opportunities for actual interaction with others.
Socialpresencehassignificanceinconnectingusertoonlinestore.AccordingtoShena n d K h a l i f a ( 2 0 0 9 ) , i t i s a majord e s i g n p r i n c i p l e a n d i m p o r t a n t c o n c e p t i n e x p l a i n i n g ther elat io nship b e t w e e n o n l i n e communitya r t i f a c t a n d o n l i n e behaviori n m ultidimensionalo f psychologyi n c l u d i n g a w a r e n e s s , affectivea n d cognitives o c i a l p r e s e n c e T h e s e d i m e n s i o n s f o r m t h e overalls e n s e o f s o c i a l p r e s e n c e Rajasekhar a n d V i j a y a s r e e ( 2 0 1 2 ) c o n f i r m t h e emotionsa n d s o c i a b i l i t y p l a y s vitalr o l e i n psychologicalp e r s p e c t i v e s , t h e y a r e a p o t e n t i a l f a c t o r t o i n f l u e n c e t h e makingd e c is i o n processw h i l e i n m a k i n g a n d c o r r e c t i n g t h e p r o c e s s e f f e ct i vely.
Perceivedusefulness
The Technology Acceptance Model (TAM) is extensively utilized to analyze online shopping environments, focusing on two key factors: perceived usefulness (PU) and perceived ease of use (PEOU) Perceived usefulness refers to an individual's belief that using new technology enhances their performance, thereby improving the online shopping experience (Davis, 1989) TAM effectively predicts individual adoption and willingness to use technology (Rauniari et al., 2014) In the online context, higher levels of PU and PEOU encourage users to engage with websites For instance, social media platforms like Facebook and Twitter attract millions of users due to their perceived usefulness as communication tools and their user-friendly interfaces that simplify interactions.
(2007)b u i l d i n g modelofOSAM(OnlineShoppingAcceptanceModel)whichpredictsande xplainsc o n s u m e r a c c e p t a n c e o f o n l i n e s h o p p i n g b y e x t e n d i n g t h e b e l i e f - a t t i t u d e i n t e n t i o n behaviorr e l a t i o n s h i p inTAMfromtheperspectivesthatarespecificto onlineshopping.Theresearchc a p t u r e s t h e c h a r a c t e r i s t i c s o f t h e p e r c e i v e d u s e f u l n e s s , n o t j u s t o n l y perceiveda genericinformationsystemsbutalsodeepintotheulti mategoalofanonlineshoppingwhichshowofft h e potentialbenefitssuchastermofconvenience,s earchability,andrichproductinformationenvironmenta s c o n c e p t o f “perceivedgain”(Bhatna garandG h o s e , 2004a,p 7 6 5 ) , w h i c h u n d e r l i e s theimportanceofreducingonlineshoppi nguncertaintyandrisks.
GrowthofInternetshoppingprimarilyis attributedtotheadvantagestheInternetprovidesovero t h e r t r a d i t i o n a l formso f retailing.Itsp o w e r f u l u t i l i t i e s empowerc o n s u m e r s w i t h thea b i l i t y t o a c c e s s a n d p e r f o r m t h e e n t i r e s h o p p i n g p r o c e s s anytime,a n y w h e r e T h u s , e a c h commercew e b s i t e , a n y w a y , c o n t r i b u t e s t o improveu s e r p e r f o r m a n c e i n s h o p p i n g o r informations e e k i n g bysavemoneya n d savetime.F u r t h e r m o r e , a t t e n d i n g o n l i n e shopping allowu s e r t o gett h e b e s t dealo r f i n d o u t a d e q u a t e informationeffectivelyr e l a t e d t o t hep r o d u c t s , suchthatenhancetheusefulnessofinternetshopping(David,1989).
Trustinanonlineenvironment
Trust is a complex and multifaceted concept that is challenging to define due to its dynamic nature (Ambrose and Johnson, 1998; Lewicki and Bunker, 1996) According to Rousseau et al (1998), the most widely accepted definition of trust is the "willingness of a party to be vulnerable to the actions of another based on the expectation that the other will perform a particular action important to the trustor" (p 394), as proposed by Mayer et al (1995) Additionally, trust influences engagement, with higher levels of trust leading to a greater willingness to take risks in interactions (Hassanein and Head, 2007, p 692) For example, consumers are more inclined to purchase products from a vendor if they trust that the vendor will honor their commitments and not exploit the consumer's vulnerabilities (Geyskens et al., 1996).
Followingt o t h e a b o v e perceivedo f t r u s t d e f i n i t i o n , a p p l i c a t i o n t o t h e o n l i n e environment,manyresearchersdefineconceptsoftrustorconsumertrustinonlineshoppi ng.F o r i n s t a n c e , Leea n d T u r b a n ( 2 0 0 1 ) identifyconsumert r u s t i n Internets h o p p i n g a s “thew i l l i n g n e s s ofaconsumertobevulnerabletotheactionsofanInternetmerchantinanInter nett r a n s a c t i o n , basedontheexpectationthatthe
Internetmerchantwillbehaveincertainagreeablew a y s , irrespectiveoftheabilityoftheconsumersto monitororcontrolthatInternetmerchant”( p 7 9 ) Trustcanbeseenasreliabilityandtrustworthine ssofthee- vendorssupplyingproductso r services( H a s s a n e i n a n d H e a d , 2 0 0 7 ) M o r e s p e c i f i c a l l y , i t i s a s e r i e s o f s p e c i f i c b e l i e f s includingbelief of ability,beliefof benevolenceand belief ofcompetenceoftheonlinevendor( G e f e n , 2000).
Trusti s generallyimportanti n t h e a d o p t i o n o f n e w t e c h n o l o g i e s ( F u k u y a m a , 1995),i n c l u d i n g web(Gefen,1997)ande- commerce(Gefen,2000).Trustisanimportantaspectincommerce,ingeneral,becauseofth einherentuncertainlycreatedbytheneedtodependupon
10 othersinmanytypesofcommerceinteractions(Fukuyama,1995;Luhmann,1979;Williamson,1 9 8 5 ) andtheresulting possibilityof encountering opportunisticbehavior, suchas vendoris n o t candidlyrevealingalltheappropriate risks(Williamson, 1 98 5) orbehavinginanu n p r e d i c t a b l e manner(Luhmann,1 9 7 9 ) T h e samea p p l i e s t o e- commercew h e r e c o n s u m e r s n e e d todependuponoftentheunknowne- vendorswhomayresorttoopportunisticbehavior(Frederick,2000;Gefen,2000).
Inanonlineshoppingcontext,consumersmaybevulnerablethemselvesasdealingwithe - v e n d o r s whoarenottoengageinpotential,butclearlyundesirable, opportunistic be haviors u c h astheretailerstosellinformationaboutyoutounknownothers,
(MiyazakiandF e r n a n d e z , 2006),aproductorservicemaynotperformasexpectedandsuffe ringthelossofthedesiredbenefits(StoneandGronhaug,1993),purchasingunfairprice,una uthorizedtrackingoftransactionsandunauthorizeduseofcreditcardandpurchaseinform ation(Gefena n d Straub,2003).Similarly,Bhatnagaretal.
(2000)suggestthatthelikelihoodofpurchasingo n theInternetdecreases withincreasesinp roductrisk.Atonceperceivedoftheserisks,e - c o n s u m e r becomesu neas yt o acceptthe transaction, which mainlyca uses t h e failso f onlineshopping.Therefore,buildingtrustisespeciallyimportantintheonlineenvironmenttopos itivelyimpactconsumers’attitudesand purchasing intentions(Bartetal.,2005;Gefen&Straub,2 0 0 3 ; R o y e t a l , 2 0 0 1 ; vand e r H e i j d e n e t a l , 2 0 0 1 ; W a n g a n d Emuri an,2 0 0 5 ; H a s s a n e i n andHead,2007).
Enjoyment
Originatingfromthedefinition of “flowstate” (Csíkszentmihályi,1 99 0) , w h i c h m e n t a l s t a t e whenoneiscompletelyfocused,absorbed,andengagedinanactivity,othersresearche re x t e n d e d byplusenjoyment.ClarkeandHaworth(1994)statetheenjoymentoftheactivityiso n e ofveryimportantelementofflow.Theseauthorsdescribe“flow”asanexperiencethatistot all y satisfyingbeyondasenseofhavingfunandspecificbyaheightenedsenseofplayfulness.Therefore,enjoymentisresultsfromthefunandplayfulnessoftheonline shoppingexperience,reflectsconsumers’perceptionsregardingthepotentialentertainmento fInternetshopping.
Participanto n l i n e shopping,e- consumere x p e c t s t o r e c e i v e a s a t i s f a c t i o n t h e h u m a n demandw i t h t h e a p p l i c a t i o n o f t h e advantageo f hightechnology.“Onlines h o p p i n g i s a voluntaryandhedon icactivity,anduserparticipatebecausetheyareintrinsicallymotivated”(Shen,2 0 1 2, p 2 0
1 ) B e s i d e the eco no mic outcome,c o n s u m e r voluntarilyp a r t i c i p a t e s ina r e l a t i o n s h i p d u e t o l e i s u r e a c t i v i t y , w h i c h i s f u n a n d e n j o y a b l e ( M a t h w i c h , 2 0 0 2 ) T h i s i s a p ositivepsychologya c c o r d i n g t o t h e t h e o r y f l o w w h i c h a n e x p e r i e n c e thati s s o e n j o y a b l e s h o u l d leadtopositiveeffect andhappinessinthelongrun(Csíkszentmihályi,1990).Leeetal.
( 2 0 0 3 ) foundthatshoppinge n j o y m e n t andpurchasingc o n v e n i e n c e arethefactorssoc iopsychologicalvaluew h i c h c o n t r i b u t e s significantlyt o a t t a i n m e n t o n l i n e customers a t i s f a c t i o n Relationtothetechnologyadoption,theconceptofperceivedenjoymenthasbeend e f i n e d andmeasuredastheextenttowhichactivityofusingaspecificsystemisperceivedtob e enjo yableinitsownright,asidefromanyperformanceconsequencesresulting fromsystemu s e (Davisetal.,1992;Shen,2012).Usingsystemwithfunisalsolinktoperceivede ntertainmentvaluewhichreflectsthewebsiteabilitytoenhancetheexperienceofvisitortoaw e b s i t e
Synthesizingt h e previousr e s e a r c h , t h r e e l a t e n t dimensionso f enjoymentc o n c e p t areescapism,p l e a s u r e , a n d a r o u s a l ( M a t h w i c k e t a l , 2 0 0 1 ; M o n s u w e e t a l , 2 0 0 4 ) a n d e a c h o f constructspecifically impacttoconsumerattitudebyoffering anescapefro mthedemandof thedaytodayworld,feelingofhappiness,satisfactionandstimulationofaction. Monsuweeta l (2004)statesthat:
“IfconsumersareexposedinitiallytopleasingandarousingstimuliduringtheirInternets h o p p i n g ex pe ri ence, t h e y a r e t h e n morel i k e l y t o engagei n s u b s e q u e n t s h o p p i n g be h a v i o r : t h e y willbrowsemore,engageinmoreunplannedpurchasing,andseekoutmorestimulatingp r o d u c t s andcategories”(p.109)
Attitudeanditsdeterminants
ProminentpsychologistAllport(1935)hasbeen statedthatattitudesis"themostdistin ctiveandindispensableconceptincontemporarysocialpsychology"(p.798).Itexpressest h e f avorableordisfavorabletowardaparticularobject.Thus,itischangeableandaffect tothehumanemotionandbehavior.
This study focuses on attitude as an endogenous construct rather than behavioral intention for three key reasons Firstly, it employs a controlled experimental design with manipulated fictitious websites, where the simulated nature of the experiment was evident to participants Thus, measuring behavioral intention through surveys may not accurately reflect realistic purchasing behavior Instead, it emphasizes the perception of attitude as a predisposition that influences behavior (Hassanein and Head, 2007) Secondly, attitude is closely linked to consumer decision-making, with research indicating that positive consumer attitudes significantly impact online shopping intentions (Venkatesh and Brown, 2001; Hsuan and Bentler, 2012) Furthermore, a favorable attitude facilitates online transactions and reduces barriers to shopping (Jarvenpaa et al., 1999; Pavlou and Chai, 2002) Lastly, attitude significantly influences behavioral intention, particularly when acceptance is voluntary (Davis et al., 1989; Hassanein and Head, 2007), especially among experienced users (Karahanna and Straub, 1999; Yu et al., 2005) Therefore, the participants in this study are experienced users engaged in online purchasing within a voluntary context.
TheoryofReasoned Actions(TRA)mentionsth at therea r e relationship be tw een indiv idual’sperformanceandbehavioralintention,whichisactuallydeterminedbytheindividual
’sattitude.Meanwhile,theTechnologyAcceptanceModel(TAM)focusesone x p l a i n i n g acceptanceofinformationsystems.DevelopingTAMtheories,theempiricalstudieshavep r o v e n t h a t u s e r ’ s a t t i t u d e t o w a r d h i g h t e c h n o l o g y i s i n f l u e n c e d b y t h e perceivedo f u s ef u l n es s andperceivedeaseofuse.
In 1994, it was proposed that the motivation for shopping encompasses both utilitarian and hedonic dimensions Customers focus on the efficiency and timeliness of their purchases to achieve their goals, while also seeking enjoyment and satisfaction through fun and playful online shopping experiences These two aspects are crucial in shaping consumers' attitudes toward internet shopping, highlighting the importance of both practicality and pleasure in the online retail environment (Monsuwe et al., 2004).
Meanwhile,manypreviousstudieshavesummarizedothersignificantfactorsthatcouldi n f l u e n c e consumers’a t t i t u d e t o w a r d o n l i n e s h o p p i n g s u c h a s s e c u r i t y , privacy,afte r- s a l e s service,marketingmix,a n d r e p u t a t i o n Inthisinvestigation,however,w e f o c u s o n t h r e e familiarlydimensionofattitudewithinthewebcontext:TAMconstructs(perceivedusefulnessa n d perceivedease of use); Trust;and Enjoyment.Thesefactorsaresignificantlyinfluenced bysocialpresenceaswell(HassaneinandHead,2007).
Purchaseintention
Online purchase intention is closely linked to a consumer's willingness to pay and their decision-making behavior According to Pavlou (2003), it refers to a scenario where a consumer is ready to make online transactions George (2004) expands on this by noting that it involves the customer's readiness to search, select, and purchase products online Khalifa and Limayem (2003) define internet purchase behavior as a process of acquiring products, services, and information online, grounded in earlier theories of customer behavior and intention However, many customers hesitate to engage in online shopping due to concerns about personal information and privacy, as highlighted by George (2004) This decision-making process reveals the buying behavior of online consumers and can be understood through three stages: pre-purchase, purchase, and post-purchase, as described by Sheth and Mittal (2004) Understanding these stages is crucial for comprehending customer online purchase intentions.
H8 Enjoyment shoppingenvironmentparticularlydecidethepowerofaconsumer’sintentiontodoap u r c h a s i n g behaviorviatheInternet(Salisburyetal.,2001).
Int h e s c o p e o f e - c o m m e r c e , T h e o r y o f R e a s o n e d Action(TRA),T h e o r y o f P l a n n e d Behavior(TPB),an dTechnologyAcceptanceModel(TAM)arefundamentalofknowledgeine x p l a i n i n g andpre dictingconsumers’intentiontowardsadoptinganonlineshoppingbehaviori n laterresearch(Dela froozetal.,2011).WhileTAMfocusesonuserwithconceptofperceivedu s e f u l n e s s a s a d e t e r m i n a n t o f a t t i t u d e , t h e r e s e a r c h e s b a s e d o n TRAa n d TPBdevelopinextendtopres entcognitiveprocessingandlevelofbehaviorchange.
HeritagefrommodelresearchofHassenienandHead(2007),hereauthordevelopsthemo delbycloserapproachmentalofinternetuserviapurchaseintentionwhichisanimportants t e p in makingbuyingdecision.Theproposedresearchframeworkandhypothesesarep r e s e n t e d i nfigure2.3
SocialpresenceandPerceivedofusefulness
Thereisapsychologicalconnectionbetween perceivingthatamediumiswarmanditsu s e f u l n e s s acrossarangeofcommunicationtasks(RiceandCase,1983;Steinfield,1986).In c o n c e r n e d abouttherelationshipbetweenperceivedsocialpresenceandperceivedusefulne ss,manyresearchershaveinvestigated.WhileGefenandStraub(2003)arenotableto showalinkb e t w e e n perceivedsocial presence andperceivedusefulness inane-
Servicescontext.Straub( 1 9 9 4 ) ; KarahannaandStraub(1999)haveconfirmedthatusers'socia lpresencehasapositivee f f e c t onperceivedusefulnessintheonline shoppingenvironment.Hassaneinand
Head(2007)an d Shen(2012)statesthat“socialpresenceconveysthroughthewebsiteeffectPU andPE”.T h u s , thereisenoughevidencetosuggestthefollowinghypothesis:
Socialpresenceandtrustinanonlineshopping
Trust is established within a social environment, as noted by Fukuyama (1995) In the context of website social presence, Simon (2001) asserts that "information richness and social presence are closely related concepts," suggesting that consumer-oriented websites rich in information can reduce ambiguity, enhance trust, lower perceived risk, and encourage purchases with decreased consumer dissonance Gefen and Straub (2003) further emphasize that social presence significantly impacts online consumer trust and is essential for its development Designing websites with a higher social presence can foster greater trust, as supported by research from Wang and Emurian (2005) and Hassanein and Head (2007) Ultimately, increased social presence in e-commerce enhances customer trust, as consumers are more influenced by direct relationships with online merchants than by indirect ones.
Themostprominentpsychologicalimpactofsocialpresenceisenjoyment(LombardandD i t t o n , 1997).Heeter(1995)findsthatusersexperimentingwithavirtualrealityentertainment systemenjoyedthesystemmorewhentheyfeltastrongersenseofsocialpresence.Paststudieshavebeen proventhepositiverelationshipbetweensocialpresenceandperceivedenjoymento n apro ductwebsitesellingapparel(HassaneinandHead,2007),orinavirtualworldwebsite(Y e h etal.,20 11,Shen,2012).Therefore,authorhypothesizesthat:
Perceivedofusefulnessandattitude’scustomer
AccordingtotheTAM,perceivedusefulnessis thedegreeto whichapersonbelievesthatu s i n g a p a r t i c u l a r s y s t e m w o u l d e n h a n c e h i s o r h e r j o b performance.B a s e o n t h i s model,r e s e a r c h e r s h a s b e e n s h o w n t h e impacto f perceive du s e f u l n e s s o n a t t i t u d e ’ s customerinvariousf i e l d u s i n g o n l i n e t r a n s a c t i o n s u c h aso n l i n e ticketa i r l i n e ( R e n n y e t a l , 2 0 1 3 ) , e - banking(JarhangirandBegum,2007).InthewordsofDavis,Bagozzi,andWarshaw(1992),perc eivedusefulnessrefertoconsumers’perceptionsregardingtheoutcomeofanexperiencet h a t p r o c e s s torecognizeandconcludebenefitofuser.Asysteminhighperceivedusefulness,a s aresu lt,enhancestheexistenceofapositiveuse-performancerelationship.
Trustinanonlineshoppingandattitude’scustomer
Trust is a crucial factor influencing consumers' intentions to engage in online shopping, as highlighted by Miller (2000) It significantly reduces perceived risks, making customers more comfortable sharing personal information (McKnight and Choudhury, 2006) A strong sense of trust in a company's website fosters positive attitudes towards the brand and increases the likelihood of purchasing from the online vendor (Lian and Yang, 2002; Gefen and Straub, 2003; McKnight and Choudhury, 2006) Research indicates a direct relationship between trust and customer attitudes, emphasizing the importance of trust in e-commerce settings.
(1999)findthatincreasingtrustreducetheperceivedrisk,andpositiveimpactt h e attitudetowardint ernetshopping.Thus,authorhypothesizesthat:
Enjoymentandattitude’scustomer
( 2 0 0 1 ) d e c l a r e “enjoyment”t o be a c o n s i s t e n t a n d s t r o n g predictorofa t t i t u d e t o w a r d o n l i n e shopping.Ifc o n s u m e r s e n j o y t h e i r o n l i n e s h o p p i n g e x p e r i e n c e , theyhaveam orepositiveattitudetowardonlineshopping,andaremorelikelytoadopttheInterneta s ashoppingme dium.Subsequently,thepriorresearches(GefenandStraub,2003;HassaneinandHead,2007;Sh en,2012)ha v e indicatedt h a t perceivedenjoymentcanpositively impactc o n s u m e r atti tudesofonlinevendorsandtheirwebsites.Supportingforthisview,researchofK i m and( 2 0 0
7 ) , showthatperceivedentertainmentandenjoymentvalueisastrongdeterminantofattitudeto wardproductvirtualizationtechnologies.Agreewithintheresultoft h e s e researches,authorhy pothesizesthat:
PerceivedusefulnessandPurchaseintention
Numerous studies have explored the factors influencing online purchasing intentions A key factor is perceived usefulness, which significantly impacts a customer's intention to buy online (Atchariyachai et al., 2006) Humans naturally seek to maximize the utility of information technology, acting on it once they find it credible This perceived usefulness plays a crucial role in motivating individuals to accept or reject objectives Research indicates that perceived usefulness positively affects individuals' behavioral intentions toward computer usage (Davis et al., 1989) Thus, the following hypothesis is established.
Enjoymentandpurchaseintention
Inframeo f r e s e a r c h enjoymenta s a c o m p o n e n t c r e a t e s thef l o w e x p e r i e n c e , s e r i e s ofr e s e a r c h mentioneda b o u t theobviousi m p a c t o f e - s a t i s f a c t i o n o n u s e r i n t e n t i o n t o r e v i s i t a w e b s i t e Childers etal. (2001)confirmthatenjoyment,entertainment,andhumorare importantf a c t o r s t o e n h a n c e c o n s u m e r s ' revisitingi n t e n t i o n s t o W e b sites.T h e y a g r e e s w i t h i d e a t o c r e a t e moreenjoyableonlineshoppingcontextsthroughimages,color,h umor,animation,ando t h e r interactivefeatureswouldhelpoutstandingonlineshopping.More over,enjoymentimpliedbyperceivedp l a y f u l n e s s ( K o u f a r i s a n d H a m p t o n -
S o s a , 2 0 0 2 ) a n d t h e c o n s u m e r ’ s h e d o n i c orientation(Delafrooz1etal.,2011)hasbee nprovensignificantlyimpactonpurchasei n t e n t i o n Hence,authorhypothesizesthat:
Attitudeandpurchaseintention
According to Yu and Wu (2007), a positive attitude significantly enhances the intention to shop online, while a negative attitude decreases it Donthu and Garcia (1999) found that consumer innovativeness positively influences online shopping behaviors and intentions, with attitude serving as a mediator Researchers such as Vijayasarathy (2003), Chang and Chen (2008), and Delafrooz et al (2011) have utilized the theory of planned behavior and the technology acceptance model (Davis, 1989; Vijayasarathy, 2003) to predict consumer attitudes and intentions regarding online shopping Collectively, these studies confirm that attitude has a significant positive impact on online shopping intentions and behaviors Thus, the author hypothesizes that:
Conclusion
Samplemethod
Anempiricalstudywasconductedtovalidatetheproposedresearchmodelandtestou rp r o po sed hypotheses.Thereweretotal22items,whichmeasuredsixconceptual.Thesa mpleestimatedaround300participantsinthesurvey.Subjectgavethetaskofpurchasingaprese ntf o r friendonjewelryonlinestores.
Surveyquestions weresentbyemailortheothersocial networksuchasfacebook,skype,y a h o o etctopeoplewhohadknownorexperiencebuyingprodu ctsinonlinestoresinHoChiMi n hCity.Threewebsiteswereintentionallydesignedpresentthre elevelsofsocialpresence.T h e firstonewassimpleinterfacewithproductandbasicinformationo fproduct(price,code,materialetc).The secondoneadded t he socialrichtextand picture.The lastonedisplay allcontendofthesecondbutpluswithcustomerratingandrecommendation.Accordingly,p a r t i c i p a n t s w e r e dividedi n t h r e e g r o u p s w h i c h 1 0 0 membersi n e a c h g roupt o a n s w e r thesurveyattachmentofthewebsitesinterfacepresentthreelevelsofsocialpresentasap pendixC.
Questionnaireadministration
Therewere292people takepartinanswering thissurvey.However,authoronlychose
35asaspecificsegmentcustomerinthisonlinestore.Becausetheseusershaveadvantageinusinginte rnetapplicationa n d havehighdemandinbuyingonline.Theotherswereexcludedinthisinvestigat ion.Alloft h e s e validdatawereinputinSPSS20andAMOSS22 inordertoprocessanalysisstatistics.3.6 Dataanalysismethod
Contruct reliability(Cronbach’sAlpha)
Accordingt o C o n n e l y ( 2 0 1 1 ) , Cronbach’salphawasu s e d a s o n l y o n e c r i t e r i o n f o r judginginstrumentsor scales.Itwascommonly used asan estimateoftheconstructreliability.InbookofSPSSforintermediatestatistics,Nancy,KarenandGoer ge(2005) indicatedthatthismethodwaswidelyappliedbecause itsuppliedameasureofreliabilitythatcouldbevalidfromonetestingsessionoroneadministrationofaque stionnaire.
Contructvalidity-Exploratoryfactoranalysis(EFA)
Norrisa n d Lecavalier( 2 0 1 0 ) s u p p o s e d t h a t “EFAi s b a s e d u p o n a t e s t a b l e modelan dc o u l d beevaluatedintermsofitsfittothehypothesizedpopulationmodel;fitindicescouldbegenera tedtohelpwithmodelinterpretation”(p.9).Moreover,analysisdataaccessingbyEFAh e l p ed t oidentifylatentconstructsunderlyinga setofmanifestvariables.Inthismethod,we paidatte ntiontotesttheconvergentanddiscriminantvalidityof
ANOVA
Duetoobjectiveofresearchtoidentifytheimpactof socialpresencethroughthreelevelso f websiteinterface,dataanalysisexhibitedthedifferen cesinmeansfromeachothergroupscor r espo nd ence t o eachlevelf o r s t a t i s t i c a l significan ce.AnAnova,s t a n d f o r “analysisofvariance”,wasconductedinordertocomparesimultaneouslythr eelevelsofsocialpresence.
Thestructuralequationmodel(SEM)
SEMw a s useda s t h e mainmethodf o r a n a l y z i n g t h e r e s e a r c h modelb y t e s t i n g theassumedcausationamongasetofdependentandindependentvariables.Throughthismethod, w e couldfindout therelationship betweenconceptualandlevelofeachconceptual totheotheri n researchmodel.Specially,authornotedtheindicesofmodelfitsuchasChi-
Square,RMSEA,TLI,CFI,SRMR.
Thisc h a p t e r s h o w e d t h e methodsr e s e a r c h u s e d i n t h i s t h e s i s Accordingt o t h i s , thesurveyquestionwasbuiltupfromthepriorresearchandconfirmviaqualitativeresearch.Then,q uantitativeresearchwasconductedbysendingsurveytoparticipantviainternet.Numberofd a t a c o l l e c t i o n w a s t o t a l l y mett h e requiremento f a n a l y s i s methodinSPSSa n d AMOSs o f t w a r e Allm e t h o d a n a l y s i s i n c l u d i n g c r o n b a c h ’ s a l p h a , EFA,Anovaa n dSEMw e r e theb a s i c testingtoexplaintheoutcomeofresearchinnextchapter.
Thischapterfocusedont he analysis andinterpretationofdatathatwas collected. Firstpart,r e s p o n d e n t s d e m o g r a p h i c demonstratedthec h a r a c t e r s ofdatabyu s i n g t h e SPSS–
The statistical software package was utilized to assess the reliability of the scale of contrast using Cronbach's alpha and to evaluate validity through Exploratory Factor Analysis (EFA) Additionally, an ANOVA test was performed to establish a precedent for manipulating social presence across three levels The model fit was then examined by testing mediators, Structural Equation Modeling (SEM), and bootstrapping methods Finally, hypothesis testing was conducted to explore the relationships among the model's variables.
The research focused on a specific customer segment, targeting participants aged 23 to 35 Descriptive statistics revealed that the gender distribution was relatively balanced, with females representing 58% and males 42% The academic qualifications of the respondents were predominantly high, with 81% holding a college or bachelor's degree, 13% having completed postgraduate education, and only 6% being high school graduates Income levels were primarily concentrated between 5 million to 10 million VND, with over half of the respondents (55%) falling within this range, while the remaining participants had varying incomes, with 15% earning less than this threshold.
V N D 5million,over10milliontoVND15million,andoverVND15million.Asexpectation, mostofrespondenthadexperiencewithinternetservice.Atlongesttimeexperiencepoint,thep e o p l e hadover6yearsusinginternet gotahighpercentat6 1 percent, following with4- 6i n t e r n e t e x p e r i e n c e got2 6 p e r c e n t a n d t h e l a s t w i t h 1 -
3 i n t e r n e t e x p e r i e n c e t o o k o n l y 1 3 percent.Over90percentrespondershadexperi encedinbuyingproductthroughonlines h o p p i n g channel,only7percenthadknownaboutt heonlineshoppingbuttheystillhadnotboughtanyproductfromonlineshoppingyet.
Construct reliability
Cronbach's alpha is a widely used measure of internal consistency reliability for multi-item scales, as highlighted by Crobach (2005) This metric evaluates whether the grouped items can be summed to create observed variables According to Rivard and Huff (1988), the reliability of this measure should exceed 0.5, ideally aiming for a value above 0.7, as noted in Gefen's research (2002) Nancy, Karen, and George (2005) also recommended that Cronbach's alpha should be above 0.7 for items to be considered as part of the same construct As detailed in Table 4.3.1, the alpha values ranged from 0.853 for social presence to 0.891 for perceived usefulness, indicating that the items forming the scales exhibited reasonable internal consistency reliability Therefore, the research constructs met the criteria for construct reliability.
ObservedVariable ScaleVariance CorrectedItem- Cronbach'sAlpha
Constructvalidity
The construct validity approach was utilized to analyze how items were grouped and reflected the underlying construct To identify which items were answered similarly by participants, it is essential for items within the same construct to show high correlations, indicating convergent validity, while demonstrating low correlations with items from other constructs, which signifies discriminant validity (Campbell, 1959; Straub and Karahanna, 1998).
Exploratoryf a c t o r a n a l y s i s (EFA)wasc o n d u c t e d t o t e s t a l l itemsi n measu rements c al e s Thefactoranalysisprogramgeneratedtheresult ofEFAforallitemsinresearchmodeli n appendixD.
The analysis revealed a KMO value of 0.929, exceeding the acceptable threshold of 0.7, indicating a sufficient number of items for factor analysis Additionally, the Bartlett’s test showed a significant value close to zero (less than 0.05), confirming a high correlation among the variables, which supports the validity of the factor analysis The Total Variance Explained indicated that the variance was distributed across 22 potential factors, with five factors having an Eigenvalue greater than 1, suggesting that the information gained from these factors is substantial The first factor accounted for 50.8% of the variance, followed by the second factor at 8.3%, the third at 6%, and the fourth at 5.2%.
To determine which constructs satisfied convergent and discriminant validity, the author examined item loadings Items with high loadings on their respective factors and low loadings on unrelated factors were retained According to Hair et al (as cited in Nguyen, 2009), observed variables should have factor loadings greater than 0.5 for convergent validity, while those with lower loadings should be eliminated Additionally, for discriminant validity, cross-loadings on multiple factors must differ by more than 0.3; items not meeting this criterion should also be discarded The results are summarized in the Rotated Component Matrix (Appendix D), comparing the research model after reduction.
The Principal Component Analysis method with varimax rotation revealed that items TR2, TR3, TR4, AT3, PU1, and EN1 had loadings exceeding 0.5, but also exhibited high loadings on other factors with gaps of less than 0.3 Consequently, these items were excluded from the research model to enhance clarity The initial survey indicated that most items were strongly loaded in the constructs of social presence, enjoyment, perceived usefulness, and purchase intention, while items related to trust and attitude were excluded Items AT1, AT2, and TR1 clustered together with strong loadings, indicating they could be conceptualized as part of the same factor Therefore, these items were combined into a new factor called "trust attitude" for subsequent analysis.
Theresultofanalysisshowedallloadingsachievedlevelofverygood(morethan0.63)a n d ex cellent(morethan0.7),accordingtoguidelinesofComreyandLee(1992).Hence,fivec o n s t r u c t s includedsocialpresence, perceivedusefulness, enjoyment,t r u s t attitude a n d p u r c h a s e intention- haddiscriminantvalidityandconvergentvalidity.Itconfirmedagaintheitemsa c c e p t e d i n t h i s s t e p w e r e e s s e n t i a l andr e t a i n s alli m p o r t a n t i n f o r m a t i o n fromtheoriginald ata.
PrincipalComponentAnalysis.RotationMethod:Varimaxwit hKaiserNormalization. a Rotationconvergedin6iterations.
Manipulatingvalidity
Inthisresearch, threegroupparticipantsrespondedthesurveywiththreewebsiteswhichw e r e purposefullydesignedt odisplaythreelevelsofsocialpresenceatlow,mediumandhighlevel.Becausecontrollingthepsyc hologicalcustomerbyincreasingsocialpresencewasc o n s i d e r e d atoolformarketingoronlineo wnerattracttheuserinteractwiththeirwebs.Suchth at, thevalidityofmanipulationofexperime ntaltreatmentwasidentifiedbysocialpresence
SPMedium 50852 * 17129 009 1042 9129 scale.Theresearchquestionwasthattherewasadifferenceinthreegroupsintermofsocialp r e se n c e AonewayAnovatestwasconductedwithoutputasappendixE.
The analysis revealed significant differences in social presence among three groups: low (mean = 2.5), medium (mean = 4.17), and high (mean = 4.68) A homogeneity of variances test indicated that the assumption of equal variances was met, with a Levene's statistic significance value of 0.61, exceeding the 0.05 threshold Further confirmation through ANOVA showed a significance value near 0, less than 0.05, and post hoc Tukey tests indicated statistically significant differences among the three levels of social presence Consequently, it was concluded that the differences observed among the three experimental websites were likely due to the manipulation of social presence rather than random variation.
AfterexaminingmeasurementscalebyusingmethodsofEFA,therearethreeobservedvariabl esoftrustscalewereremoved, exceptTR1waskeptinagroupwithtwoitemsAT1,AT2ofatt itudescale.Hence,thevariableoftrustwasremovedoutofresearchmodeldueto
H2 Enjoyment H6 unfittedmeasurementscale.Withthismodification,TR1,AT1andAT2togetherbecametoameas uremento f t h e newc o n s t r u c t , t r u s t a t t i t u d e T h i s f a c t o r d e p e n d e d o n t w o c o n s t r u c t s : perceivedusefulnessandenjoyment.Researchmodelwasadjustedwithfollowhypotheses: H1:SocialpresenceshavepositiveimpacttoperceivedusefulnessinonlineshoppingwebsiteH 2 : Social presenceshavepositiveimpacttoenjoymentinonlineshoppingwebsite
ThissectionpresentsresultofstructuralequationmodelbyusingAMOS22softwar epackage.W h i l e EFAonlyfocusedonthemeasurementscales,SE M showedwhathadbeent e r m ameasurementsmodel.“Expressedeitherdiagrammaticallyormathematicallyviasetofe q u a t i o n s ” (Barbara,2009,p.7),statisticmodelwasanefficientandconvenientovertraditionalmetho dsuchasmultipleregression.BesidethefitmodelindicesinSEM,modelvalidityalso assessedbyevaluatingthestructurepa th a n d R 2value andb o o t s t r a p at well(Oredein e t al.,2 0
Testofmediatingeffects
Inmodelproposed,perceivedusefulnessandenjoymentwereconsideredthemediatort h e impactofsocialpresencetoattitudeandpurchaseintention.Hereauthorfurtherexaminedth emediationviath e methodwh ich conductedi n r esea rc ho f Afthanorhane ta l
( 2 0 1 4 ) Ana n a l y s i s usingAmosswasusedforthesinglemodel,withdirectpathfromsocialpr esencetotr ust attitudeandpurchaseintention,andthemodeladdingthemediatingvariablesofperceive du s e f u l n e s s andenjoymentinturn,theresultwasreleasedastable4.5.1.Estimatevaluep r e s e n t e d t h e p a t h c o e f f i c i e n t o f e a c h p a i r c o n s t r u c t s F i r s t , c o m p a r i n g t h e r e s u l t b e t w e e n beforeandafterenteringthemediatorvariable,theeffectofsocialpresencetotrustattitud eandpurchase intentiondecreasefrom0.557to0.136fortrustattitudeandfrom0.604to0.111f orp u r c h as e intentionandbecameinsignificant(p- value=0.118,and0.244morethan0.05).M o r e o v e r , thepredictorsofattitudeandpurchaseintenti onalsoincreasedfrom0.289; 0.331to
0.537;0.487.This resultrevealedthatthem ed iat or effectwassup po rt ed tobe occurreda ndperceivedusefulnessandenjoymentwasindeedfullmediatorsinmodelresearch.
SEM
Structural Equation Modeling (SEM) is a powerful second-generation multivariate technique that aids in testing the psychometric properties of scales measuring unobservable variables (constructs) and estimating parameters of structural models, including the magnitude and direction of relationships among model variables (Gefen et al., 2000) When employing SEM, five key criteria must be met: (1) the Chi-square value normalized by degrees of freedom (χ2/df) should be less than 3; (2) Goodness-of-Fit Index (GFI) values greater than 0.9 are typically considered good, although values above 0.8 may be acceptable in some cases; (3) the Tucker-Lewis Index (TLI) should exceed 0.9.
(4)Comparativefiti n d e x (CFI)valuesabove0.9areusuallyrelatedtomodelthatfitswell;and(5)The Rootmeans q u a r e ofapproximately(RMSEA)valueshouldbebetween0.03and0.08.Standardi zerootmeans q u a r e r e s i d u a l (SRMR)w a s valueo f 0 1 o r l e s s i n d i c a t i n g o f a n a c c e p t a b l e model,ad ap t ed fromHuandBentler(1999).
Figure4 5 2 s h o w e d ther e s u l t s o f t h e s t r u c t u r a l model,i n c l u d i n g t h e p a t h a n d t h e i r s t a n d a r d i z e d regressionestimates.T h e observedn o r m a l i z e d C h i s q u a r e d f o r m e a s u r e m e n t modelwas1.849(chisquaresq7.570,df88,p- value=0.000)whichwassmallerthan3recommended.Otherfitindicesalsoshowedgoodfitforthe measurementmodel.Theg o o d n e s s - o f - f i t indexwas0.836, whichexceededtherecommendedcut- offlevelof0.8.TheTucker& Lewisindexwas0.901andthecomparativefitindexwas0.9 20,greater than0.9.T h e r o o t means q u a r e e r r o r was0 0 4 5 , e x c e e d i n g therecommendedcut- offlevelo f 0.1recommended.Thecombinationoftheseresultssuggeststhatthedemonstrated measurementmodelfitsthedatatoareasonabledegree.
Table4.5.2:Relationshipbetweenconstructsinrese a rch model(standardized)
ML Estimate Bootstrap Estimate Path
Intable4.5.2,standardizeregressionweightsdisplayedhowinfluencebetweendependentc o n s t r u c t s a n d i n d e p e n d e n t c o n s t r u c t s E a c h p a i r o f r e l a t i o n s h i p s h a d s i g n i f i c a n t l y d i f f e r e n t f r o m 0atthe0.001level(twotailed).
Bootstrap
Analyzingwiths t r u c t u r a l e q u a t i o n m o d e l i n g u s u a l l y request a lar ge sampleb u t i t alsoc o s t muchtimea n d m o n e y ( A n d e r s o n & G e r b i n g , a s c i t e d i n N g u y e n & N g u y e n , 2 0 0 8 ) B o o t s t r a p i s a s u i t a b l e methodt o r e p l a c e ( S c h u m a c k e r & Lom ax,a s citedi n N g u y e n &Nguyen,2008).ThisstudyusedbootstrapestimatewithsampleN=1 000.Resultswerep r e s e n t e d i n table4.5.3.Biasoftheseresultswereverysmall,thus,estimatesinthismodelhadr el i a b i l i t y validi ty.
Estimate S.E SE SE-SE Mean Bias SE-Bias
Testingtheh y p o t h e s i z e d modelfitt o t h e sampled a t a wast h e primaryt e s t i n modelt e s t i n g procedure(Barbara,2009).Accordingtheoriginalresearchmodel,therewere9p r o p o s e d hypotheses.However,theanalyticalresultsshowedsome measurementscalesdidnotf i t withdata,so,inmodifiedresearch,only7hypothesesweremeasu red.Theresultsofthesehypothesestestingpresentedthatallofthemweresupported (table4.6).
Hypothesis Path Result SE P Result
Hypothesis1and2assumedthatsocialpresencehadbothadirecteffectonperceivedu s e f u l n e s s andenjoyment,aswellasindirecteffectsontrustattitude.Thehypothesizedpaths b e t w e e n thesevariableswereallpositiveandsignificant Thepath betweensocialpresenceandperceivedusefulnessisstatisticallysignificantwithstandardizedregres sioncoefficientof0.58w i t h s e = 0 0 8 8 a n d p - v a l u e neart o z e r o A l s o , t h e r e s u l t s h o w e d t h e regressionestimatebetweensocialpresenceandenjoymentwas0.5 66withse0.085andp- valueneartozero.Theimplicationo f t h i s r e s u l t i s t h a t s o c i a l presenceh a d a f f e c t e d t o perceivedu s e f u l n e s s andenjoymentofcustomerwithonlinestore,howevertheinfluencewei ghtedalittlestrongerwithperceivedusefulnessthanenjoyment.
Hypothesis3and4proposed thatperceivedu s e f u l n e s s andenjoymentwaspositively a s s o c i a t e d withtrustattitude.Regressionestimateoftherelationshipbetweenperceivedu s e f u l n e s s a n d t r u s t a t t i t u d e w a s 0 3 8 w i t h s e = 0 0 5 9 , p- value= 0 0 0 0 , w h i l e r e g r e s s i o n estimateofrelationshipbetweenenjoymentandtrustattitude was 0.49withse=0.069,p-value
=0.000.Theseresultssuggestedthattrustattitudewasimpactedbybothfactorsofperceived u s e f u l n e s s andenjoyment,inthiscaseenjoymenteffecttotrustattitudemorethanperc eivedu s e f u l n e s s did.
Thesameintention,analysisthepathbetweenperceivedusefulnessandenjoymenthadt h e influencetopurchaseintention.Theybothsignificantlyhadpositiveimpactedonpurchase intentionwithregressionweightof 0.27and0 2 55 (p- valuenearto0 ) However theireffect w a s weakerthantheyweretotrustattitude.
Finally,i n t h e path bet wee nt ru sta tt it ud e andp ur chas ei nte nt io n, t h e sta tis ti cal r esu lt a l s o s h o w e d a positiver e l a t i o n s h i p T r u s t a t t i t u d e h a d e f f e c t stronglyo n p u r c h a s e i n t e n t i o n w i t h β = 0 353.Inc o n c l u s i o n , a l l h y p o t h e s e s i n t h e r e s e a r c h model w e r e s u p p o r t e d a s thep r o p o s a l model.
Conclusion
Thischapterpresenteddataanalysisresultsofmeasurementscales,researchmodelandh ypotheses.T h e r e s u l t s o f t h i s s t u d y indicatedt h a t almostmeasurements c a l e s n e e d e d t o modifytofitwithmarketdata,researchmodelalsoneededtomodifywithfewercons tructs.Aftera n a l y z i n g s c a l e s a n d model,n e w r e s e a r c h modelw a s examinedb y u s i n g s t r u c t u r a l e q u a t i o n modela n d a l l modelf i t i n d e x mett h e r e q u i r e d s t a n d a r d s A l l h y p o t h e s e s o f newresearchmodelweresupported.
Inthissection, thecontents andfindingsofthestudywill besummarized,answers to r e s e a r c h q u e s t i o n s Ina d d i t i o n , t h e a u t h o r makesc o n c l u s i o n s a n d s u g g e s t i o n s f o r f u r t h e r r e s e a r c h onthisissue.
AccordingtothelinerresearchesofHassaneinandHead (2007),theauthorsshowth eperceptiono f s o c i a l p r e s e n c e h a s r o l e asa positivee x p l a n a t i o n forp e r c e i v e d u s e f u l n e s s , enjoymenta n d t r u s t w h i c h a r e t h e p r e c e d i n g o f a t t i t u d e E x p a n d i n g t h e w e b s i t e w h i c h o n l y en ri ch ed s o c i a l p r e s e n c e viaimaginesa n d c o n t e x t , t h e r e s e a r c h w e b s i t e s a r e e x e c u t e d b y ad di ng othersocialcuedesignsuchasthemassmedi a(linkedtofacebook,google,twisteretca n d reviewandcustomerrating.Aninterestingresultrev ealswhentrustandattitudecombinei n t o aconstructandquietlymodifytheproposemodel.H owever,therelationshipamong thec o n c e p t s ofmodelstillremainstheimpacttension.
Associatedt r u s t a n d a t t i t u d e a s a u n i q u e c o n c e p t i s i n t e r p r e t e d i n somer e s e a r c h e s A c c o r d i n g J o n e s ( 1 9 9 6 ) , “trusti s ana f f e c t i v e o f a t t i t u d e ” ( t i t l e ) , o n e t r u s t e d i s d i r e c t l y a n d favorablymovedb y t h e thougha n d s t a t e by“attitudeo p t i m i s m
Positive expectations towards an object foster trust, which is demonstrated through goodwill towards individuals or things that matter to them From a psychological standpoint, trust is an emotional attitude that encompasses both perspective and attitude Aghdaie et al (2011) discuss trust attitude as an independent concept, though their definition leans towards confidence, belief, and reliance This research identifies trust attitude as comprising three components: AT1, AT2, and TR1 AT1 and AT2 reflect positive feelings and how customers perceive a website as attractive, while TR1 examines customers' beliefs in the truthfulness of supplier information, serving as an indicator of positive attitude Consequently, trust attitude is recognized as a favorable behavior among online users.
Int h i s r e s e a r c h , t r u s t c o n c e p t i s eliminatedf r o m r e s e a r c h model.H e n c e t h e r e l a t e d co n n ecti o n betweenthisfactorandotherisdeducted,andnotexistasanalysisissue anymore.
Insteado f t h i s , t r u s t a t t i t u d e p r o s p e r s twon a t u r e i n c l u d i n g b e l i e f a n d c o n f i d e n c e a t t i t u d e Author,i n t u r n , s t u d i e s theint h e impacto f s o c i a l p r e s e n c e t o p e r c e i v e d u s e f u l n e s s a n d enjoyment,thenconsidertheseoutputsaffecttotrustattitudeandp urchaseintention.
ResultfromSEMmodelshowsthesocialpresencelevelofcommercialwebsitehaveapositi vesignificanteffectonperceivedusefulness(b=0.58)enjoyment(b=0.57).Althoughther e s e a r c h o f G e f e n a n d Straub( 2 0 0 3 ) , i s u n a c c e p t a b l e t h e e f f e c t o n p e r c e i v e d u s e f u l n e s s , i t sup po rts ea r l i e r workofHassa nei n a n d H e a d ( 2 0 0 7 ) , Shen( 2 0 1 2 ) i ne - s e r v i c e c o n t e x t Theconflicta m o n g t h e s e r e s e a r c h e s i s e x p l a i n e d b y t h e d i f f e r e n t n a t u r e o f t h e p r o d u c t beings t u d i e d suchasairticketvsclothingandjewelry.S ocialpresencealmosthasequallyc o n t r i b u t i o n t o a f f e c t toperceivedu s e f u l n e s s a n d enjoyment,a s t h e p a t h c o e f f i c i e n t s areq u i e t l y indifferenttoomuch.However,theest imateofperceivedusefulnessandsocialp r e s e n c e forattitudeandpurchaseintentionwastotallydi stinction.
Then e x t c o n n e c t e d p a t h , t h e r e s u l t a n a l y s i s c o n f i r m s t h e p o s i t i v e i m p a c t o n a t t i t u d e w h e n perceivedusefulnessandenjoymenttakepartroleasantecedentoftrustattitud eandtheo u t p u t o f s o c i a l p r e s e n c e a s w e l l ( b = 0 3 8 , b=0.49).T h i s r e s u l t s u p p o r t s t h e p r i o r researchr el at ed tousingtheinternetasshoppingchannelsuchasJarhangiretal.
(2007)inthecontextofE - b a n k i n g and Rennyetal.(2013),in buyingairticketwhentheybothfoundout theperceivedusefulnessh e l p t o improvet h e a t t i t u d e o f customers.Ita l s o c o n f i r m s t h e previousinvestigationsabouttherelationshipbetweenenjoymentandattitudeofonlineuserfo rperiodlongtimeheritagefromChildersetal.
(2001);GefenandStraub(2003);HassaneinandHead( 2 0 0 7 ) toShen(2012).Moreover,thef indingshowsthatinonlineshoppingperceivedu s e f u l n e s s a n d e n j o y m e n t havedirecta n d i n d i r e c t e f f e c t s o n p u r c h a s e i n t e n t i o n , througha t t i t u d e asthepartialmed iatorvariable.ThisdetectprovestothesuitabilityofearlierresearchofDelafrooz1etal.
(2011),Davis(1989),relatedtoperceivedusefulness.T h e findingmatchedth er e s u l t fromK o u f a r i s ( 2 0 0 2 ) , M o o n a n d K i m ( 2 0 0 1 ) , C h i l d e r s e t a l
( 2 0 0 1 ) s u p p o r t thatenjoymentd e f i n e d a s consumers’h e d o n i c o r i e n t a t i o n o r p l a y f u l n e s s e n h a n c e t h e p u r c h a s e i n t e n t i o n i n internet Attitudehavet h e str on ges ti m pac t toi nt en ti on ( b = 0 3 5 ) e x p l a i n e d the closelyr e l a t i o n s h i p i n t w o p s y c h o l o g y p r o c e s s o f m a k i n g decision.AlthoughD o n t h u andG a r c i a ( 1 9 9 9 ) o n l i n e f i n d t h e a t t i t u d e o n l y haveimpactt o p u r c h a s e i n t e n t i o n o n l i n e a s a mediatorthroughbehavior,thedirectrelationshipinthisthesiscontinuest oassistthestudiesofDavis(1989);Changetal.(2005);VijayasarathyandJones(2000).
Besidediscoverythedirectimpactofthefactorsinresearchmodel,understandinghows o c i a l p r e s e n c e manipulatesperceivedusefulnessa n d enjoymenttoa t t i t u d e andp u r c h a s e i n t e n t i o n onlinecustomerisoneofpurposeofthe thesis.Theyopenedended questio nallowa ut h o r easilytoassessthecustomerminded.
Fort h e l o w s o c i a l p r e s e n c e w e b s i t e , i t f o c u s e s o n d i s p l a y t h e p r o d u c t i s c o u l d beaccep t ab l e someway.Itsavestimetopersonwhoknownclearlyandprofessionala boutp u r c h a s e p r o d u c t , e s p e c i a l l y t h e designw e b i s e a s y t o viewonmobilew i t h smalls creens.However,otherusingnotebookanddesktopisunsatisfactorywiththewebsitetoosimple andn o n e extrainformationtomeetthesurfwebutilitarian.Surfacewebistooboringandunattractiv e,hencethestimulateelementstostaywebsitelongertoconsiderandevaluatethevalueproductd ecreaseaccordingly.
The website's social presence effectively showcases products worn by individuals, enhancing user engagement through relatable visuals Participants noted that seeing people wear the jewelry made it more appealing and helped them visualize the product better While some found it challenging to discern the design, many agreed that the human connection fostered a more engaging experience Additionally, the social context provided valuable updates on the latest fashion trends, particularly benefiting those with less online jewelry shopping experience One participant expressed appreciation for the imagery, stating that it offered insights on how to style the jewelry with appropriate clothing choices.
To enhance social presence on websites, integrating social media elements like customer ratings is crucial However, opinions vary on the amount of content displayed; some argue that excessive information can confuse users and hinder their reading experience Typically, users scan for key points rather than reading all content, often overlooking customer reviews due to skepticism about their authenticity This highlights the importance of simplicity in web design, encapsulated in the phrase "Keep it simple, stupid." Conversely, many users value the insights from ratings and reviews, as they can guide informed decisions and help avoid potential mistakes in online shopping.
Thisresearchshowsthatsocialpresencecanbeinfusedintowebsitesthroughsociall yr i ch descriptionsandpictures.Thisinturncanpositivelyimpacttheperceivedusefulnessande njoymentofacommercialwebsite,whichcanresultinmorefavourableattitudesande n c o u r a g e purchaseintentiontowardsthatonlinestore.Fromatheoreticalpointofview,thisstudye x t e n d s s o c i a l p r e s e n c e r e s e a r c h i n thee -
C o m m e r c e domain.Previouss t u d i e s haveex p l o r ed t h e i m p a c t o f s o c i a l p r e s e n c e f o r o n l i n e digitalp r o d u c t s ( i e airlinea n d c o n c e r t tickets)(GefenandStraub,2003;
Cyr etal.,2007),email(Karahanna andStraub,1999;Straub,1 9 9 4 ) andclothes(HassaneinandHead,2007).Thefindingsofthis studysuggestthatsocialpresencei s a l s o importantinf o r m i n g p o s i t i v e consumera t t i t u d e s andp u r c h a s e i n t e n t i o n t o w a r d s websitessellingjewelry.Thisanalysisshows thatenjoyment,inadditiontoperceivedu s e f u l n e s s , i s a n i m p o r t a n t c o n s e q u e n c e o f p e r c e i v e d s o c i a l p r e s e n c e T h i s d e t e c t i o n alsoconfirmsearlierworklinking TAMconstructs,trustandenjoymenttoonlineconsumera t t i t u d e s (forexample:GefenandStra ub,2003;McKnightetal.,2002;MoonandKim,2001;Pavlou,2 0 0 3 ; vand e r H e i j d e n e t a l , 2
Research highlights the importance of understanding online purchase intentions, revealing that individuals with a positive attitude towards online shopping are more likely to engage in it Previous studies indicate that a stronger positive attitude correlates with higher behavioral intention, while a negative attitude leads to lower intention (Yu and Wu, 2007) This suggests that as online shopping evolves, attitude-related factors will significantly influence its adoption Attributes such as fun, entertainment, and usefulness are critical areas for online retailers to enhance in order to boost customers' shopping intentions Therefore, online sellers should focus on improving their design by incorporating social elements, such as showcasing products worn by people, to evoke positive emotions and increase perceived social presence, ultimately elevating purchase intentions and decisions.
Mostnotably,thisworkexaminesspecificinterfacefeaturesthatimpacttheperception ofsocialpresence.Previousworkssuggestthatperceivedsocialpresencecouldplayanimportantrolei ntheonlineenvironment.Manysocialdesigncueshavebeenmeasuredtofindo u t h o w t h e y i n s p i r e t h e i r impactt o u s e r Whilet h e empiricall i t e r a t u r e i n v e s t i g a t i n g thepositiveimp actonattitudeandbehaviorintentionbysociallyrichtextandpicture(Hasseneina n d Head,20 07),orembeddingavideoclipofshop(Aljukhadaretal.,2008)andapplications u c h a s Facebook,Twitter,Googleetc,socialnetworkalsoenhancesocialpresenceinthewebi n t e r f a c e Thereislittleevidenceperformancetheeffectivenessofcustomerratingandcustomer review.Theexaminationshowsthatthereisno distinction betweenmediumandhighs o c i a l p r e s e n c e i n p r o c e s s t r a n s f e r e n j o y m e n t a n d pe rceivedu s e f u l n e s s t o c u s t o m e r T h i s a r o u s e s onlinemarketertoreducetheunnecessa rysocialelementsinwebinterface.
From a practitioner's perspective, the findings of this study have significant implications for online shopping website designers By integrating elements that evoke positive emotions, such as descriptive text and images featuring products in dynamic, social settings, a sense of social presence can be established These standard components do not require advanced technologies, making it an achievable goal for e-vendors Despite the differences between offline and online shopping environments, both settings highlight shoppers' common need for social interaction The shopping experience in traditional settings, where malls serve as entertainment hubs, emphasizes the importance of pleasure over mere product acquisition Research supports the idea that hedonic shopping value, influenced by social interactions, plays a crucial role in consumer satisfaction Recent studies further confirm that online shoppers also seek socially enriching experiences, indicating a growing need for online vendors to incorporate social elements into their websites.
,moste-vendoro f f e r i n g s arefunctionalwithlittle orno socialappeal(GefenandStraub,2003).Whileitseemsc l e a r thate- vendorsmaybenefitfromaddingsocialelementstotheironlinestores,d i f f e r e n t p ro du ct t y p e s a n d c o n s u m e r s e g m e n t s maydeterminet h e e x t e n t o f t h i s b e n e f i t H e n c e , e- vendorss h o u l d a s s e s s t h e impacto f i n c o r p o r a t i n g s u c h elementsthroughc o n t r o l l e d experimentswithrepresentativecustomergroups.
Similartotheotherentirestudies,thereareafewlimitationstothisresearchthatshouldb e noted: Firstly,thisstudycannotcoverthenatureoftheproblempurchasinggoodsthroughtheo n l i n e store.Inaddition,the researcherspreviouslyemphasizethe needforlongitudinalstudiest o lea rn moreabo ut buyingandse ll in g g o o d s o n l i n e, b e c a u s e t he l o n g i t u d i n a l s t u d i e s a ll ow r e s e a r c h e r s tomeasurebothissuesintimatelyinrelationsh ipaspurchaseintentionandbuying behavior.T h i s s t u d y d i d n o t d e m o n s t r a t e theimpacto f t h e s e f a c t o r s o n actualp u r c h a s e behavior.Therefore,itislookingforwardtothenextresearchersexplainthisprob lem.
Secondly,research has notgivendiscussion aboutthedifferencein thepurchaseintentionb e t w e e n customerexperiencedandinexperiencedinonlinebuyingyet.Repre sentativesamplesi n c l u d e d i n t h e s t u d y a r e s u b j e c t i v e Iti s s t i l l n o t p o s s i b l e t o i d e n t i f y s p e c i f i c d i f f e r e n c e s b e t w e e n groupssuchasgender,educationorincome. Thirdly,t h e r e s e a r c h j u s t a p p r o a c h t h e psychologyo f i n t e r n e t u s e r viad i s p l a y i n g theimages,content,andiconswhichsymbolizesocialpresenceinwebsiteinterfacewithoutsettingu p arealwebsiteinorderuserstointeractwith.Hence,thestudiessomewhatisundiscoveredal lg adgetsthatuserscanachieveinaproactiveway.
Ingeneral,theresearchcannotreflectallrespectsofe- commerce,sothatfutureresearchs h o u l d beincluded:
Future research should explore whether the impact of social presence varies between products that hold symbolic value, such as clothing and jewelry, and functional goods that necessitate more detailed technical information (Karimov et al., 2011) Previous studies primarily focused on manipulating social presence through the inclusion of social-rich text, images, and social media Therefore, empirical literature should also investigate other social cues, including human interactions via website features like email support, virtual communities, chats, message boards, and human web assistants Additionally, it should consider imaginary interactions through personalized greetings, human audio, human video, intelligent agents, and mass media strategies such as second-hand reputation advertising and vendor reputation.
TheresearchlimitsinB2Ce - c o m m e r ce a p p l i c a t i o n T hu s potentialtopiccanbedevelopedinordertoinvestigatetheappr opriatenessandeffectivenessofwebsitesocialp r e s e n c e withinthebusiness-to- businessandconsumer-to-consumermarkets.
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IamastudentofUEH’sInternationalSchoolofBusiness(ISB).And,Iamconductingastudyo n theim pactofsocialpresenceinthewebinterfaceoncustomer’spurchaseintentiontowardonlinestores Iwouldappreciateforyoursupportifyouspendafewminutestofillinginthisquestionnaire.
Inframeworkofresearch,afictitiouswebsitesellingjewelrywasdesigned.Besidepresentationo f thepictu reandtheotherinformationofproductsuchasprice,material,size,color,original… websiteinterfacewillbeaddedelements:
- Sociallyr i c h media:c u s t o m e r rating,customerr e c o m m e n d a t i o n s , s h a r i n g w i t h o t h e r s o c i a l websitesuchasfacebook,twister,googleetc
IamastudentofUEH’sInternationalSchoolofBusiness(ISB).And,Iamconductingastudyo n impac tofsocialpresenceinthewebinterfaceonattitude’scustomertowardonlinestores.Iw o u l d appreci ateforyoursupportifyouspendafewminutestofillinginthisquestionnaire.P l e a s e notethatt hereisnorightorwronganswers.
Ina s s u m p t i o n , y o u havedemandt o b u y j e w e l r y ( f o r examplen e c k l e t ) a s a giftf o r yourgirlfriendsandyouarevisitingthebelowwebsites(appendixC).
Withthefollowingstatements,pleasecheckcross(X)thenumberthatmostfitsyouro p i n i o n (Anchoredby:1.Stronglydisagree;2.Disagree;3.Disagreesomewhat;4.
Withthefollowingstatements,pleasecheckcross (X)thenumberthatmostfitsyour opinion(Anchoredby:1.Stronglyimprobable;2.Improbable;3.Somewhatimprobable;4.Neutral;5.Somewh atprobable;6.Probable;7.Stronglyprobable)
N Mean Std.Deviation Std.Error 95%ConfidenceIntervalforMean Minimum Maximum
Rấtmonganh/chịdànhchútthờigiantrảlờiPhiếukhảosátnày.Tấtcảýkiếncủaanh/ chịđềucógiátrịđốivớibàinghiêncứunày.Tôixincamkếtmọithôngtincủaanh/ chịđềuđượcbảomậtvàchỉdùngvớimụcđíchphụcvụbàinghiêncứunày.Trongquátrìnhthựchiệnkhảosátnếuan h/chịcóthắcmắc,vuilòngliênhệđịachỉemailtuongvidg@gmail.com hoặc sốdiđộng:0905027373
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