Social presence as a conduit to the social dimensions of online trust

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    16 Citations (Scopus)

    Abstract

    Trust is considered to reduce uncertainty, and, therefore, is a prerequisite for people to engage in online transactions. Social presence potentially bridges the discrepancy between offline and online commerce in terms of face-to-face interaction. These concepts are often studied under the assumption that social presence in itself increases trust. In addition, these studies typically treat trust as a unidimensional concept. The proposed research targets the influence of social presence on trust by taking account of the multidimensional nature of the latter, as well as the attributions made to the salient person. It is expected that behavioural information, i.e., the expressed preference of a referent in a product choice task, will only affect social trust dimensions if the salience of this referent is increased by means of displaying an image. Data will be available at the time of the conference.
    Original languageEnglish
    Title of host publicationPersuasive Technology
    Subtitle of host publicationFirst International Conference on Persuasive Technology for Human Well-Being, PERSUASIVE 2006, Eindhoven, The Netherlands, May 18-19, 2006. Proceedings
    PublisherSpringer
    Pages55-59
    Number of pages5
    ISBN (Electronic)978-3-540-34293-9
    ISBN (Print)978-3-540-34291-5
    DOIs
    Publication statusPublished - 2006
    EventFirst International Conference on Persuasive Technology for Human Well-Being, PERSUASIVE 2006 - Eindhoven, Netherlands
    Duration: 18 May 200619 May 2006
    Conference number: 1

    Publication series

    NameLecture notes in computer science
    PublisherSpringer
    Volume3962
    ISSN (Print)0302-9743

    Conference

    ConferenceFirst International Conference on Persuasive Technology for Human Well-Being, PERSUASIVE 2006
    Abbreviated titlePERSUASIVE
    Country/TerritoryNetherlands
    CityEindhoven
    Period18/05/0619/05/06

    Keywords

    • METIS-234303

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