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http://dx.doi.org/10.13000/JFMSE.2013.25.4.848

The Influence of Social Presence for Participating in Social Commerce  

Kim, Jin Back (Tongmyong University)
Publication Information
Journal of Fisheries and Marine Sciences Education / v.25, no.4, 2013 , pp. 848-862 More about this Journal
Abstract
This study shows how social presence(SP) dimensions influence online consumer's behavior in the social commerce(SC) context. It is expected that the results could be utilized in the development of SC websites. According to the results, the awareness and cognitive SP dimensions affected consumer trust, but affective SP did not. And then consumer trust toward SC websites as a belief affected attitude and intention of consumer. Thus, it was re-confirmed that a consecutive influential relationship in the theory of reasoned action, i.e., "belief-attitude-intention", was significant in SC context as well. Finally, it is required as a future research how to implement the awareness and cognitive SP dimensions in the SC websites.
Keywords
Social presence; Social commerce; Trust; Awareness; Cognitive social presence;
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