The Effect of Quasi Social Cue on Web Site Evaluation: Social Presence and Social Support Approach

Eun-Jung Lee, Kent State University, USA
Building on the social presence and the social support theories, this study explores the impact of quasi social cue in the context of online retailing and its underlying psychological dynamics. A 2×2 between-subject experiment with 184 subjects tests two fundamental types of quasi social cue in online retailing (i.e., seller’s information, customer review) at a Web-based fictitious wine store, measuring Web site evaluations (i.e., Web site attitude, overall service quality and loyalty intention). Results empirically support the hypothesized positive link between the quasi social cues and the Web site evaluations. Also, positive mediating effects of online social support are empirically identified, providing an explanation of psychological dynamics underneath the impact.
[ to cite ]:
Eun-Jung Lee (2010) ,"The Effect of Quasi Social Cue on Web Site Evaluation: Social Presence and Social Support Approach", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 531-533 .