The role of social presence in establishing loyalty in e-Service environments

  • Authors:

  • Dianne Cyr;Khaled Hassanein;Milena Head;Alex Ivanov

  • Affiliations:

  • Faculty of Business, Simon Fraser University, 15th Floor, Central City Tower, 13450, 102nd Avenue, Surrey, BC, Canada V3T 5X3;DeGroote School of Business, McMaster University, Hamilton, Ont., Canada;DeGroote School of Business, McMaster University, Hamilton, Ont., Canada;School of Interactive Arts and Technology, Simon Fraser University, Surrey, BC, Canada

  • Venue:
  • Interacting with Computers
  • Year:
  • 2007

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Abstract

Compared to offline shopping, the online shopping experience may be viewed as lacking human warmth and sociability as it is more impersonal, anonymous, automated and generally devoid of face-to-face interactions. Thus, understanding how to create customer loyalty in online environments (e-Loyalty) is a complex process. In this paper a model for e-Loyalty is proposed and used to examine how varied conditions of social presence in a B2C e-Services context influence e-Loyalty and its antecedents of perceived usefulness, trust and enjoyment. This model is examined through an empirical study involving 185 subjects using structural equation modeling techniques. Further analysis is conducted to reveal gender differences concerning hedonic elements in the model on e-Loyalty.