直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角
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摘要
研究以直播营销为背景,引入产生于通讯领域的社会临场感概念,在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成;之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制;进一步,根据社会临场感理论探讨自我建构和消费者-主播关系强度在此过程中的调节作用;最后基于社会助长理论,利用神经科学方法客观性和"过程测量"的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理,为直播播主和电商卖家提供指导的同时,帮助消费者了解自我,以做出更理性的消费决策。
With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment.Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing.Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.
With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment.Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing.Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.
引文
戴维·迈尔斯.(2016).社会心理学(侯玉波,乐国安,张智勇等,译).人民邮电出版社.
郭海玲.(2015).好评返现对电子商务网购市场的影响及治理对策.中国流通经济,(3),42-48.
华勇.(2017).电商直播:流量泡沫还是下一个风口?销售与市场(管理版),(2),64-67.
姜凌,周庭锐,王成璋.(2009).奢侈品牌消费中参照群体影响研究.管理科学,22(5),81-91.
孙彦,李纾,殷晓莉.(2007).决策与推理的双系统——启发式系统和分析系统.心理科学进展,15(5),721-726.
宋嘉莹,王宁,杨学成.(2017).“好评返现”对用户感知评论真实性及购买意愿的影响.北京邮电大学学报(社会科学版),19(3),12-22.
伍秋萍,冯聪,陈斌斌.(2011).具身框架下的社会认知研究述评.心理科学进展,19(3), 336-345.
赵宏霞,王新海,周宝刚.(2015). B2C网络购物中在线互动及临场感与消费者信任研究.管理评论,27(2),43-54.
邹宇春,赵延东.(2017).社会网络如何影响信任?——资源机制与交往机制.社会科学战线,(5), 200-206.
Argo, J. J., Dahl, D. W.,&Manchanda, R. V.(2005). The influence of a mere social presence in a retail context.Journal of Consumer Research, 32(2), 207-212.
Ariely, D.,&Levav, J.(2000). Sequential choice in group settings:Taking the road less traveled and less enjoyed.Journal of Consumer Research, 27(3), 279-290.
Bapna, R., Gupta, A., Rice, S.,&Sundararajan, A.(2017).Trust and the strength of ties in online social networks:An exploratory field experiment. MIS Quarterly:Management Information Systems, 41(1), 115-130. doi:10.25300/misq/2017/41.1.06
Barsalou, L. W.(1999). Perceptions of perceptual symbols.Behavioral and Brain Sciences, 22(4), 637-660. doi:10.1017/s0140525x99532147
Biocca, F.(2010). Virtual reality technology:A tutorial.Journal of Communication, 42(4), 23-72.
Botha, E.,&Reyneke, M.(2016). The influence of social presence on online purchase intention:An experiment with different product types. In:C. Campbell, J. Ma(Eds.),Looking forward, looking back:Drawing on the past to shape the future of marketing(pp. 180-183). Developments in Marketing Science:Proceedings of the Academy of Marketing Science. Springer, Cham.
Brown, J. J.,&Reingen, P. H.(1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Chang, C. M.,&Hsu, M. H.(2016). Understanding the determinants of users'subjective well-being in social networking sites:An integration of social capital theory and social presence theory. Behaviour&Information Technology,35(9), 720-729.
Chang, E., Thomson, P., Dillon, T.,&Hussain, F.(2005).The fuzzy and dynamic nature of trust. Paper presented at the international conference on trust, privacy, and security in digital business.
Chatterjee, P., Chollet, B.,&Trendel, O.(2017). From conformity to reactance:Contingent role of network centrality in consumer-to-consumer influence. Journal of Business Research, 75, 86-94.
Chen, Y. F..(2008). Herd behavior in purchasing books online. Computers in Human Behavior, 24(5), 1977-1992.
Chen,M. L., Ma,Q. G., Li,M. L.,Dai, S. Y.,Wang,X. Y.,&Shu, L. C.(2010). The neural and psychological basis of herding in purchasing books online:An event-related potential study. Cyberpsychology Behavior&Social Networking,13(3), 321-328.
Chen, Y. F.,&Lu, H. F.(2014). We-commerce:Exploring factors influencing online group-buying intention in Taiwan from a conformity perspective. Asian Journal of Social Psychology,18(1), 62-75.
Choi, J., Lee, H. J.,&Kim, Y. K.(2011). The influence of social presence on customer intention to reuse online recommender systems:The roles of personalization and product type. International Journal of Electronic Commerce,16(1), 129-154.
Cohen, J. B.,&Golden, E.(1971). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54-59.
Cross, S. E., Hardin, E. E.,&Gercekswing, B.(2011). The what, how, why, and where of self-construal. Personality&Social Psychology Review, 15(2), 142-179.
Debrot,A.,Schoebi,D., Perrez,M.,&Horn, A. B.(2013).Touch as an interpersonal emotion regulation process in couples'daily lives:The mediating role of psychological intimacy. Personality and Social Psychology Bulletin, 39(10),1373-1385.
Dholakia, U. M., Basuroy, S.,&Soltysinski, K.(2002).Auction or agent(or both)? A study of moderators of the herding bias in digital auctions. International Journal ofResearch in Marketing, 19(2),115-130.
Gefen, D.,&Straub, D. W.(2004). Consumer trust in B2C e-commerce and the importance of social presence:Experiments in e-products and e-services. Omega, 32(6),407-424.
Greenleaf, E. A.,&Lehmann, D. R.(1995). Reasons for substantial delay in consumer decision making. Journal of Consumer Research, 22(2), 186-199.
Hanson, W. A.,&Putler, D. S.(1996). Hits and misses:Herd behavior and online product popularity. Marketing Letters,7(4),297-305.
Hassanein, K.,Head, M.(2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-709.
Huang, J. H.,&Chen, Y. F.(2006). Herding in online product choice. Psychology&Marketing, 23(5), 413-428.
Jayasinghe, L.,&Ritson, M.(2013). Everyday advertising context:An ethnography of advertising response in the family living room. Journal of Consumer Research,40(1),104-121.
Keng, C. J., Chang, W. H., Chen, C. H.,&Chang, Y. Y.(2016). Mere virtual presence with product experience affects brand attitude and purchase intention. Social Behavior&Personality:An International Journal, 44(3),431-444.
Kim, Y. H.,&Cohen, D.(2010). Information, perspective,and judgments about the self in face and dignity cultures.Personality and Social Psychology Bulletin, 36(4), 537-550.
Klein, L. R.(2010). Creating virtual product experiences:The role of telepresence. Journal of Interactive Marketing,17(1), 41-55.
Kurt, D., Inman, J. J.,&Argo, J. J..(2011). The influence of friends on consumer spending:The role of agencycommunion orientation and self-monitoring. Journal of Marketing Research, 48(4), 741-754.
Kushnir, T. J.(1981). The status of arousal in recent social facilitation literature:A review and evaluation of assumptions implied by the current research model. Social Behavior&Personality:An International Journal, 9(2),185-191.
Lalwani, A. K.,&Shavitt, S.(2009). The"me"I claim to be:Cultural self-construal elicits self-presentational goal pursuit. Journal of Personality&Social Psychology, 97(1),88-102.
Lascu, D. N., Bearden, W. O.,&Rose, R. L.(1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
Laurenceau, J. P., Barrett, L. F.,&Pietromonaco, P. R.(1998). Intimacy as an interpersonal process:The importance of self-disclosure, partner disclosure, andperceived partner responsiveness in interpersonal exchanges.Journal of Personality and Social Psychology,74(5),1238-1251.
Lee, E. J.,&Park, J.(2014). Enhancing virtual presence in E-Tail:Dynamics of cue multiplicity. International Journal of Electronic Commerce, 18(4),117-146.
Lee, E. J.,&Shin, S. Y.(2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo. Computers in Human Behavior.31(1), 356-366.
Lee, K. M.,&Nass, C.(2005). Social-psychological origins of feelings of presence:Creating social presence with machine-generated voices. Media Psychology, 7(1), 31-45.
Li, Y. A.,&Wang, Y.(2013). Social influence from personalized recommendations to trusting beliefs of websites:Intermediate role of social presence. In P. Kotze,G. Lindgaard, J. Wesson&M. Winckler(Eds.), Humancomputer interaction-interact 2013, Pt Iii(Vol. 8119, pp.632-639). Berlin:Springer-Verlag Berlin.
Lu, B. Z., Fan, W. G.,&Zhou, M.(2016). Social presence,trust, and social commerce purchase intention:An empirical research. Computers in Human Behavior, 56, 225-237.
Mehrebian, A.,&Russell, J. A.(1977). Evidence for a three-factor theory of emotions. Journal of Research in Personality, 11(3), 273-294.
Mifune, N., Hashimoto, H.,&Yamagishi, T.(2010). Altruism toward in-group members as a reputation mechanism.Evolution and Human Behavior, 31(2), 109-117.
Mollen, A.,&Wilson, H.(2010). Engagement, telepresence and interactivity in online consumer experience:Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925.
Muro, F. D.,&Murray, K. B.(2012). An arousal regulation explanation of mood effects on consumer choice. Journal of Consumer Research, 39(3), 574-584.
Nowak, K. L.(2013). Choosing buddy icons that look like me or represent my personality:Using buddy icons for social presence. Computers in Human Behavior, 29(4), 1456-1464.
O'Neill,R. M.,&Lambert,D. R.(2001). The emotional side of price. Psychology&Marketing, 18(3), 217-237.
Park, E., Rishika,R., Janakiraman, R., Houston, M. B.,&Yoo, B.(2018). Social dollars in online communities:The effect of product, user and network characteristics. Journal of Marketing, 82(1), 93-114.
Pozharliev, R., Verbeke, W. J. M. I.,&Bagozzi, R. P.(2017).Social consumer neuroscience:Neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising 46(3), 351-362.
Pozharliev, R., Verbeke, W. J. M. I., Strien, J. W. V.,&Bagozzi, R. P.(2015). Merely being with you increasesmy attention to luxury products:Using EEG to understand consumers'emotional experience of luxury branded products. Journal of Marketing Research, 52(4), 546-558.
Quiamzade,A.,&L'Huillier,J. P.(2009). Herding by attribution of privileged information. Journal of Behavioral Decision Making, 22(1), 1-19.
Ratner, Rebecca K.,&Kahn, Barbara E.(2002). The impact of private versus public consumption on variety-seeking behavior. Journal of Consumer Research, 29(2), 246-257.
Rosenberg, M. J.(1965). When dissonance fails:On eliminating evaluation apprehension from attitude measurement. Journal of Personality&Social Psychology, 1(1), 28-42.
Sharma, S., Menard, P.,&Mutchler, L. A.(2017). Who to trust? Applying trust to social commerce. Journal of Computer Information Systems, 59(1), 32-42.
Shen, J.(2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites.Journal of Electronic Commerce Research, 13(3), 198-212.
Shin, D. H.,&Shin, Y. J.(2011). Consumers'trust in virtual mall shopping:The role of social presence and perceived security. International Journal of Humana Computer Interaction, 27(5), 450-475.
Short, J., Williams, E.,&Christie, B.(1976). The social psychology of telecommunications. Contemporary Sociology, 7(1), 32-33.
Walters, A.,&Long, M.(2012). The effect of food label cues on perceptions of quality and purchase intentions among high-involvement consumers with varying levels of nutrition knowledge. Journal of Nutrition Education&Behavior, 44(4), 350-354.
Wang, Q. Z., Yang, Y., Wang, Q.,&Ma, Q. G.(2014). The effect of human image in B2C website design:An eyetracking study. Enterprise Information Systems, 8(5),582-605.
White, K.,&Argo, J. J.(2011). When imitation doesn't flatter:The role of consumer distinctiveness in responses to mimicry. Journal of Consumer Research, 38(4), 667-680.
Worringham, C. J.,&Messick, D. M.(1983). Social facilitation of running:An unobtrusive study. Journal of Social Psychology,121(1), 23-29.
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郭海玲.(2015).好评返现对电子商务网购市场的影响及治理对策.中国流通经济,(3),42-48.
华勇.(2017).电商直播:流量泡沫还是下一个风口?销售与市场(管理版),(2),64-67.
姜凌,周庭锐,王成璋.(2009).奢侈品牌消费中参照群体影响研究.管理科学,22(5),81-91.
孙彦,李纾,殷晓莉.(2007).决策与推理的双系统——启发式系统和分析系统.心理科学进展,15(5),721-726.
宋嘉莹,王宁,杨学成.(2017).“好评返现”对用户感知评论真实性及购买意愿的影响.北京邮电大学学报(社会科学版),19(3),12-22.
伍秋萍,冯聪,陈斌斌.(2011).具身框架下的社会认知研究述评.心理科学进展,19(3), 336-345.
赵宏霞,王新海,周宝刚.(2015). B2C网络购物中在线互动及临场感与消费者信任研究.管理评论,27(2),43-54.
邹宇春,赵延东.(2017).社会网络如何影响信任?——资源机制与交往机制.社会科学战线,(5), 200-206.
Argo, J. J., Dahl, D. W.,&Manchanda, R. V.(2005). The influence of a mere social presence in a retail context.Journal of Consumer Research, 32(2), 207-212.
Ariely, D.,&Levav, J.(2000). Sequential choice in group settings:Taking the road less traveled and less enjoyed.Journal of Consumer Research, 27(3), 279-290.
Bapna, R., Gupta, A., Rice, S.,&Sundararajan, A.(2017).Trust and the strength of ties in online social networks:An exploratory field experiment. MIS Quarterly:Management Information Systems, 41(1), 115-130. doi:10.25300/misq/2017/41.1.06
Barsalou, L. W.(1999). Perceptions of perceptual symbols.Behavioral and Brain Sciences, 22(4), 637-660. doi:10.1017/s0140525x99532147
Biocca, F.(2010). Virtual reality technology:A tutorial.Journal of Communication, 42(4), 23-72.
Botha, E.,&Reyneke, M.(2016). The influence of social presence on online purchase intention:An experiment with different product types. In:C. Campbell, J. Ma(Eds.),Looking forward, looking back:Drawing on the past to shape the future of marketing(pp. 180-183). Developments in Marketing Science:Proceedings of the Academy of Marketing Science. Springer, Cham.
Brown, J. J.,&Reingen, P. H.(1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Chang, C. M.,&Hsu, M. H.(2016). Understanding the determinants of users'subjective well-being in social networking sites:An integration of social capital theory and social presence theory. Behaviour&Information Technology,35(9), 720-729.
Chang, E., Thomson, P., Dillon, T.,&Hussain, F.(2005).The fuzzy and dynamic nature of trust. Paper presented at the international conference on trust, privacy, and security in digital business.
Chatterjee, P., Chollet, B.,&Trendel, O.(2017). From conformity to reactance:Contingent role of network centrality in consumer-to-consumer influence. Journal of Business Research, 75, 86-94.
Chen, Y. F..(2008). Herd behavior in purchasing books online. Computers in Human Behavior, 24(5), 1977-1992.
Chen,M. L., Ma,Q. G., Li,M. L.,Dai, S. Y.,Wang,X. Y.,&Shu, L. C.(2010). The neural and psychological basis of herding in purchasing books online:An event-related potential study. Cyberpsychology Behavior&Social Networking,13(3), 321-328.
Chen, Y. F.,&Lu, H. F.(2014). We-commerce:Exploring factors influencing online group-buying intention in Taiwan from a conformity perspective. Asian Journal of Social Psychology,18(1), 62-75.
Choi, J., Lee, H. J.,&Kim, Y. K.(2011). The influence of social presence on customer intention to reuse online recommender systems:The roles of personalization and product type. International Journal of Electronic Commerce,16(1), 129-154.
Cohen, J. B.,&Golden, E.(1971). Informational social influence and product evaluation. Journal of Applied Psychology, 56(1), 54-59.
Cross, S. E., Hardin, E. E.,&Gercekswing, B.(2011). The what, how, why, and where of self-construal. Personality&Social Psychology Review, 15(2), 142-179.
Debrot,A.,Schoebi,D., Perrez,M.,&Horn, A. B.(2013).Touch as an interpersonal emotion regulation process in couples'daily lives:The mediating role of psychological intimacy. Personality and Social Psychology Bulletin, 39(10),1373-1385.
Dholakia, U. M., Basuroy, S.,&Soltysinski, K.(2002).Auction or agent(or both)? A study of moderators of the herding bias in digital auctions. International Journal ofResearch in Marketing, 19(2),115-130.
Gefen, D.,&Straub, D. W.(2004). Consumer trust in B2C e-commerce and the importance of social presence:Experiments in e-products and e-services. Omega, 32(6),407-424.
Greenleaf, E. A.,&Lehmann, D. R.(1995). Reasons for substantial delay in consumer decision making. Journal of Consumer Research, 22(2), 186-199.
Hanson, W. A.,&Putler, D. S.(1996). Hits and misses:Herd behavior and online product popularity. Marketing Letters,7(4),297-305.
Hassanein, K.,Head, M.(2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-709.
Huang, J. H.,&Chen, Y. F.(2006). Herding in online product choice. Psychology&Marketing, 23(5), 413-428.
Jayasinghe, L.,&Ritson, M.(2013). Everyday advertising context:An ethnography of advertising response in the family living room. Journal of Consumer Research,40(1),104-121.
Keng, C. J., Chang, W. H., Chen, C. H.,&Chang, Y. Y.(2016). Mere virtual presence with product experience affects brand attitude and purchase intention. Social Behavior&Personality:An International Journal, 44(3),431-444.
Kim, Y. H.,&Cohen, D.(2010). Information, perspective,and judgments about the self in face and dignity cultures.Personality and Social Psychology Bulletin, 36(4), 537-550.
Klein, L. R.(2010). Creating virtual product experiences:The role of telepresence. Journal of Interactive Marketing,17(1), 41-55.
Kurt, D., Inman, J. J.,&Argo, J. J..(2011). The influence of friends on consumer spending:The role of agencycommunion orientation and self-monitoring. Journal of Marketing Research, 48(4), 741-754.
Kushnir, T. J.(1981). The status of arousal in recent social facilitation literature:A review and evaluation of assumptions implied by the current research model. Social Behavior&Personality:An International Journal, 9(2),185-191.
Lalwani, A. K.,&Shavitt, S.(2009). The"me"I claim to be:Cultural self-construal elicits self-presentational goal pursuit. Journal of Personality&Social Psychology, 97(1),88-102.
Lascu, D. N., Bearden, W. O.,&Rose, R. L.(1995). Norm extremity and interpersonal influences on consumer conformity. Journal of Business Research, 32(3), 201-212.
Laurenceau, J. P., Barrett, L. F.,&Pietromonaco, P. R.(1998). Intimacy as an interpersonal process:The importance of self-disclosure, partner disclosure, andperceived partner responsiveness in interpersonal exchanges.Journal of Personality and Social Psychology,74(5),1238-1251.
Lee, E. J.,&Park, J.(2014). Enhancing virtual presence in E-Tail:Dynamics of cue multiplicity. International Journal of Electronic Commerce, 18(4),117-146.
Lee, E. J.,&Shin, S. Y.(2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer's photo. Computers in Human Behavior.31(1), 356-366.
Lee, K. M.,&Nass, C.(2005). Social-psychological origins of feelings of presence:Creating social presence with machine-generated voices. Media Psychology, 7(1), 31-45.
Li, Y. A.,&Wang, Y.(2013). Social influence from personalized recommendations to trusting beliefs of websites:Intermediate role of social presence. In P. Kotze,G. Lindgaard, J. Wesson&M. Winckler(Eds.), Humancomputer interaction-interact 2013, Pt Iii(Vol. 8119, pp.632-639). Berlin:Springer-Verlag Berlin.
Lu, B. Z., Fan, W. G.,&Zhou, M.(2016). Social presence,trust, and social commerce purchase intention:An empirical research. Computers in Human Behavior, 56, 225-237.
Mehrebian, A.,&Russell, J. A.(1977). Evidence for a three-factor theory of emotions. Journal of Research in Personality, 11(3), 273-294.
Mifune, N., Hashimoto, H.,&Yamagishi, T.(2010). Altruism toward in-group members as a reputation mechanism.Evolution and Human Behavior, 31(2), 109-117.
Mollen, A.,&Wilson, H.(2010). Engagement, telepresence and interactivity in online consumer experience:Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919-925.
Muro, F. D.,&Murray, K. B.(2012). An arousal regulation explanation of mood effects on consumer choice. Journal of Consumer Research, 39(3), 574-584.
Nowak, K. L.(2013). Choosing buddy icons that look like me or represent my personality:Using buddy icons for social presence. Computers in Human Behavior, 29(4), 1456-1464.
O'Neill,R. M.,&Lambert,D. R.(2001). The emotional side of price. Psychology&Marketing, 18(3), 217-237.
Park, E., Rishika,R., Janakiraman, R., Houston, M. B.,&Yoo, B.(2018). Social dollars in online communities:The effect of product, user and network characteristics. Journal of Marketing, 82(1), 93-114.
Pozharliev, R., Verbeke, W. J. M. I.,&Bagozzi, R. P.(2017).Social consumer neuroscience:Neurophysiological measures of advertising effectiveness in a social context. Journal of Advertising 46(3), 351-362.
Pozharliev, R., Verbeke, W. J. M. I., Strien, J. W. V.,&Bagozzi, R. P.(2015). Merely being with you increasesmy attention to luxury products:Using EEG to understand consumers'emotional experience of luxury branded products. Journal of Marketing Research, 52(4), 546-558.
Quiamzade,A.,&L'Huillier,J. P.(2009). Herding by attribution of privileged information. Journal of Behavioral Decision Making, 22(1), 1-19.
Ratner, Rebecca K.,&Kahn, Barbara E.(2002). The impact of private versus public consumption on variety-seeking behavior. Journal of Consumer Research, 29(2), 246-257.
Rosenberg, M. J.(1965). When dissonance fails:On eliminating evaluation apprehension from attitude measurement. Journal of Personality&Social Psychology, 1(1), 28-42.
Sharma, S., Menard, P.,&Mutchler, L. A.(2017). Who to trust? Applying trust to social commerce. Journal of Computer Information Systems, 59(1), 32-42.
Shen, J.(2012). Social comparison, social presence, and enjoyment in the acceptance of social shopping websites.Journal of Electronic Commerce Research, 13(3), 198-212.
Shin, D. H.,&Shin, Y. J.(2011). Consumers'trust in virtual mall shopping:The role of social presence and perceived security. International Journal of Humana Computer Interaction, 27(5), 450-475.
Short, J., Williams, E.,&Christie, B.(1976). The social psychology of telecommunications. Contemporary Sociology, 7(1), 32-33.
Walters, A.,&Long, M.(2012). The effect of food label cues on perceptions of quality and purchase intentions among high-involvement consumers with varying levels of nutrition knowledge. Journal of Nutrition Education&Behavior, 44(4), 350-354.
Wang, Q. Z., Yang, Y., Wang, Q.,&Ma, Q. G.(2014). The effect of human image in B2C website design:An eyetracking study. Enterprise Information Systems, 8(5),582-605.
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