Social presence model for e-commerce

Sharifah Sumayyah Engku Alwi, Tengku Siti Meriam Tengku Wook

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

E-commerce is a system whereby consumers can buy goods and services from merchants who sell on the internet. E-commerce is more impersonal, anonymous and automated than traditional person-to-person commerce, and as such, typically lacks human warmth and sociability. This paper explores how human warmth and sociability can be integrated through the website interface to positively impact consumer attitude towards online shopping. In first section, website content analysis was used to investigate elements that offer many unique features to support the implementation of social presence through the e-commerce website interface. The second section seeks to determine relationships between elements of social presence, intention to use e-commerce and consumer attitude. A 5-level Likert scale questionnaire was used to determine consumer attitude towards online shopping and 50 respondents were selected. Pearson’s correlation was used to assess the relationship between social presence elements, intention to use e-commerce and consumer attitude. The result shows all positive relationships. The findings showed moderate relationship between social presence and intention to use e-commerce, a moderate relationship between intention to use e-commerce and consumer attitudes, and a weak relationship between social presence and consumer attitude.

Original languageEnglish
Pages (from-to)71-83
Number of pages13
JournalJurnal Teknologi
Volume77
Issue number1
DOIs
Publication statusPublished - 1 Nov 2015

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Keywords

  • Consumer attitude
  • E-commerce
  • Intention to use
  • Online shopping
  • Social presence

ASJC Scopus subject areas

  • Engineering(all)

Cite this

Social presence model for e-commerce. / Engku Alwi, Sharifah Sumayyah; Tengku Wook, Tengku Siti Meriam.

In: Jurnal Teknologi, Vol. 77, No. 1, 01.11.2015, p. 71-83.

Research output: Contribution to journalArticle

Engku Alwi, Sharifah Sumayyah ; Tengku Wook, Tengku Siti Meriam. / Social presence model for e-commerce. In: Jurnal Teknologi. 2015 ; Vol. 77, No. 1. pp. 71-83.
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