Antecedents and outcomes of virtual presence in online shopping: A perspective of SOR (Stimulus-Organism-Response) paradigm

By integrating theories of media richness, presence, perceive risk, flow, and social presence into the S-O-R paradigm, this study develops a theoretical model that extends previous research to explain how the virtual presence generated by a web store affects consumers’ internal psychological states...

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Bibliographic Details
Published in:Electronic markets 2023-12, Vol.33 (1), p.58, Article 58
Main Author: Chen, Mei-Ju
Format: Article
Language:English
Subjects:
Affective experiences
Business and Management
Consumers
Cues
Decision making
e-Commerce/e-business
Electronic commerce
Feedback
IT in Business
Marketing
Media richness
Medical diagnosis
Paradigms
Perceptions
Purchase intention
Research Paper
Risk perception
Shopping
Stimulus
Task complexity
Telepresence systems
Usability
Web site design
Websites
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Summary:By integrating theories of media richness, presence, perceive risk, flow, and social presence into the S-O-R paradigm, this study develops a theoretical model that extends previous research to explain how the virtual presence generated by a web store affects consumers’ internal psychological states and final purchase behavior. The experimental results show that (1) the richness of website features (multiplicity of cues and immediacy of feedback) positively influences consumers’ perceptions of website telepresence (cognitive experience) and social presence (affective experience). (2) Telepresence can significantly increase consumer purchase intention by reducing perceived website risk and increasing perceived product diagnosis. (3) Social presence can significantly increase consumers’ purchase intention by increasing perceived product diagnostics and perceived social approval. (4) Shopping task complexity positively moderates the relationship between cue multiplicity and perceived virtual presence. The findings provide insights for marketing practitioners by helping to understand the effects of virtual presence on consumer decision-making.
ISSN:1019-6781
1422-8890
DOI:10.1007/s12525-023-00674-z