THE INFLUENCE OF SOCIAL PRESENCE ON CONSUMERSʹ PERCEPTIONS OF THE INTERACTIVITY OF WEB SITES

Consumersʹ 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 consumersʹ perceived interactivity in the context of consumer-to-consumer interactions. Specifically, cognitive and affective social presence cues on a Web site may influence consumersʹ perceptions of interactivity. An experimental study indicates that both cognitive social presence cues (the provision of information about other consumers online) and affective social presence cues (the use of emoticons in online consumer comments) enhance attitudes toward the Web site; the effects of these social presence cues on attitude are mediated by consumersʹ perceptions of the control, responsiveness, and synchronicity of the Web site.