Consumers' Trust in Virtual Mall Shopping: The Role of Social Presence and Perceived Security

Abstract

This study analyzes the impact of social presence on perceived security and intention in virtual shopping malls. Following the conceptual model of social presence proposed by Hassanein and Head (2007), this study discusses social presence in a virtual environment as a complex multidimensional construct characterized by directed relationships among a set of uni-dimensional constructs. Given the rising importance of security, this study investigates the influence of social presence on perceived security in virtual activities. A prototype of the virtual shopping mall is designed as an experimental medium for which the user interface consists of both 3D graphics and an avatar. Valid questionnaires were gathered from student samples, and hypotheses were then tested to measure this set of constructs and fit a series of structural equation models that test Hassanein and Head's (2007) theory. The proposed model is strongly supported, and it provides additional insight into the effect and consequences of social presence. The results of the model show that social presence is a key behavioral antecedent to using virtual malls and user perception of security is a focal feature of user attitude. The results further suggest that perceived social presence can be a key factor of the virtual shopping activities by enhancing user perception of security and behavioral attitude in virtual malls. This study provides a more intensive view of virtual reality users and is an important step toward a better understanding of user behaviors in virtual environments.

The Impact of Perceived Security on Consumer E-Loyalty: A Study of Online Tourism Purchasing

“…Impact of cognitive variables on trust and satisfaction Rotter (1967) stated that trust is an expectancy by an individual or group that the word, promise, verbal or written statement of another individual or group can be relied upon [27,28]. In relation to a website, trust is a belief that web vendors will perform certain activities in accordance with customers' expectations [10]. The establishment of trust is more difficult via the internet than via traditional channels [9].…”

“…The establishment of trust is more difficult via the internet than via traditional channels [9]. The impersonal nature of the online environment means customers often feel more uncertain about online vendors and transaction outcomes [10,29]. Previous studies have tried to examine trust and security in e-commerce contexts.…”

“…Recently, some scholars applied multiple means to examine differences in perceived security between online and offline shopping [8][9][10]. However, studies that adopt a customer focus in examining the effect of perceived security are still lacking.…”

Information richness and trust in v-commerce: implications for services marketing

“…Conversely, the relative anonymity and absence of interaction partners in electronic trading environments result in a lack of physiological signals and body language that may lead to significantly reducing trust between them (e.g. Bente, Ruggenberg, Kramer, & Eschenburg, 2008;Cyr, Hassanein, Head, & Ivanov, 2007;Gefen & Straub, 2004;Shin & Shin, 2011). Overall, the flipside of the promise that ecommerce holds is the potential for a trust deficit.…”

Reputation mechanism for e-commerce in virtual reality environments

“…They also indicate that gender and ethnicity can affect users' trust towards VMs. Shin and Shin (2011) explore the effect of social presence on perceived trust, perceived risk and intention in virtual shopping malls as well as their pairwise relationships. The findings imply that social presence assisted by virtual reality is a key behavioral antecedent to using virtual malls, and user perception of security and trust is a focal feature of user attitude to VMs.…”