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

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.


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 .


Eun-Jung Lee, Kent State University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


C9. Filling the Expectations: How Packaging Sustainability Influences Consumers' Inference of Product Attributes

Olga Lavrusheva, Aalto University, Finland
Alexei Gloukhovtsev, Aalto University, Finland
Kristina Wittkowski, Aalto University, Finland
Tomas Falk, Aalto University, Finland
Pekka Mattila, Aalto University, Finland

Read More


L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments

Veronica Thomas, Towson University
Christina Saenger, Youngstown State University

Read More


H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.