The Value of Human Warmth: Social Presence Cues and Computer-Mediated Communications

Ji Hee Song, Towson University
Candice R. Hollenbeck, University of Georgia
George M. Zinkhan, University of Georgia
In the 21st century, organizations use computer-mediated communication channels to manage customer relationships. However, there is a potential problem in that such channels may lack the authenticity of human contact. One possible solution is to incorporate social presence cues. We present the results of an experiment designed to test hypotheses derived from social presence theory. We find that adding social presence cues increases reciprocity and site quality perception, and fosters more positive attitudes and loyalty toward the store. In addition, our findings draw attention to the influence of social presence cues on reciprocity under varying levels of situation uncertainty.
[ to cite ]:
Ji Hee Song, Candice R. Hollenbeck, and George M. Zinkhan (2008) ,"The Value of Human Warmth: Social Presence Cues and Computer-Mediated Communications", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 793-794.