In the context of the normalized prevention and control of the COVID-19 epidemic, the proportion of online shopping has increased. In order to help consumers regain the social on-the-spot experience of offline shopping in the online shopping environment, and promote the digital transformation and upgrading of e-commerce platforms, this research builds a theoretical model based on the stimulus-organism-response model. Using the survey data of 235 online shopping consumers, empirically analyzes how different dimensions of social presence in online shopping affect consumer experience, and thus consumer behavior. The results show that: 1. Perceived presence, emotional presence and understanding presence have positive effects on the purchase behavior and dissemination behavior of online shopping consumers respectively; 2. The sense of trust and entertainment play a partial intermediary role between social presence and the behavior of online shopping consumers. The conclusions of the study can provide comprehensive and diversified suggestions for e-commerce platforms and sellers, thereby enhancing the social presence of online shopping in a targeted manner based on consumer needs, increasing consumers’ willingness to purchase and disseminate, and eventually promoting purchase behavior and dissemination behavior.
Liang, Yu and Ni, Lin, "The Relationship Between Social Presence and Online Shopping Consumer Behavior" (2022). WHICEB 2022 Proceedings. 55.