Antecedents and outcomes of virtual presence in online shopping: A perspective of SOR (Stimulus-Organism-Response) paradigm

By integrating theories of media richness, presence, perceive risk, flow, and social presence into the S-O-R paradigm, this study develops a theoretical model that extends previous research to explain how the virtual presence generated by a web store affects consumers' internal psychological states and final purchase behavior. The experimental results show that (1) the richness of website features (multiplicity of cues and immediacy of feedback) positively influences consumers' perceptions of website telepresence (cognitive experience) and social presence (affective experience). (2) Telepresence can significantly increase consumer purchase intention by reducing perceived website risk and increasing perceived product diagnosis. (3) Social presence can significantly increase consumers' purchase intention by increasing perceived product diagnostics and perceived social approval. (4) Shopping task complexity positively moderates the relationship between cue multiplicity and perceived virtual presence. The findings provide insights for marketing practitioners by helping to understand the effects of virtual presence on consumer decision-making.