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The Use of Digital Interfaces to Convey
Social Presence in Online Exchanges
Robin L. Wakefield,
Baylor University
Kirk L. Wakefield, Baylor University
Julie Baker, Texas Christian University
Liz C. Wang, University of Texas at Arlington
ABSTRACT. Digital interfaces have the capacity, through the transmission of cues, to enrich channels and influence the impressions, attitudes, and behaviors of online consumers. This study integrates media richness theory with social response theory to explore how social cues embedded in digital interfaces influence online consumption. Findings indicate that digitized social cues elicit human social responses and increase arousal and attentiveness toward both functional and hedonic-oriented websites.
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