Social presence and trust
Inducing trust in consumers who may have limited trust in institutions, or are predisposed to be mistrustful of others is a challenging task. We find that the social elements of online stores not only influence initial trust, but also enjoyment and perceived usefulness of a product offering. [Andrzej Ogonowski, Andrew Montandon, Elsamari Botha & Mignon Reyneke. Journal of Retailing and Consumer Services, 2014]. [Link]
Path model explaining the relationship between perceived social presence on trust, controlling for various consumer attitudes.
