Online shopping perceived social presence research: Focal customer perspective

Perceived social presence is considered to be a major design principle in computer-mediated communication and an important determinant of online shopping. In this research, a multidimensional customer-centric modal of social presence that is more specific to people's online shopping experience was developed and the potential of such a conceptualization was investigated to provide a better explanation of online shopping. The findings suggest that there is a competitive advantage for online retailers that use social cues that provide consumers with enhanced perceptions of human connection and the formation of emotional bonds.