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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Ahuja, M., Gupta, B., Raman, P.: An empirical investigation of online consumer purchasing behaviour. Communications of the ACM 46, 145–151 (2003)
Luhmann, N.: Trust and Power. Wiley, New York (1980)
Lewis, D., Weigert, A.: Trust as a social reality. Social Forces 63, 967–985 (1985)
McAllister, D.J.: Affect- and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal 38, 24–59 (1995)
Johnson, D., Grayson, K.: Cognitive and affective trust in service relationships. Journal of Business Research 58, 500–507 (2005)
Mayer, R.C., Davis, J.H., Schoorman, F.D.: An integrative model of organizational trust. Academy of Management Review 20, 709–734 (1995)
Yamagishi, T., Yamagishi, M.: Trust and commitment in the United States and Japan. Motivation and Emotion 18, 130–166 (1994)
Gefen, D., Straub, D.W.: Consumer trust in B2C e-commerce and the importance of social presence: experiments in e-products and e-services. Omega 32, 407–424 (2004)
Siegrist, M., Cvetkovich, G.T., Gutscher, H.: Shared values, social trust, and the perception of geographic cancer clusters. Risk Analysis 21, 1047–1053 (2001)
Earle, T.C., Siegrist, M., Gutscher, H.: Trust and confidence: A dual-mode model of cooperation. Western Washington University, WA, USA (Unpublished Manuscript, 2002)
Short, J., Williams, E., Christie, B.: The social psychology of telecommunications. Wiley, London (1976)
Biocca, F., Harms, C., Burgoon, J.K.: Toward a more robust theory and measure of social presence: Review and suggested criteria. Presence 12, 456–480 (2003)
Latané, B.: The psychology of social impact. American Psychologist 36, 343–356 (1981)
Corritore, C.L., Kracher, B., Wiedenbeck, S.: Online trust: concepts, evolving themes, a model. International Journal of Human-Computer Studies 58, 737–758 (2003)
Walker, J., Sproull, L., Subramani, R.: Using a human face in an interface, pp. 85–99. ACM Press, Boston (1994)
Riegelsberger, J.: Trust in Mediated Interactions. Doctoral thesis, University of London, United Kingdom (2005)
Nass, C., Moon, Y.: Machines and mindlessness: Social responses to computers. Journal of Social Issues 56, 81–103 (2000)
Spears, R., Lea, M.: Panacea or panopticon? The hidden power in computer-mediated communication. Communication Research 21, 427–459 (1994)
Postmes, T., Spears, R., Lea, M.: Breaching or building social boundaries? SIDE-effects of computer-mediated communication. Communication Research 25, 689–715 (1998)
Nass, C., Moon, Y., Green, N.: Are computers gender-neutral? Gender stereotypic responses to computers. Journal of Applied Social Psychology 27, 864–876 (1997)
Lee, E.-J.: Effects of gender of the computer on informational social influence: the moderating role of task type. International Journal of Human-Computer Studies 58, 347–362 (2003)
Lee, E.-J.: Effects of visual representation on social influence in computer-mediated communication: Experimental tests of the social-identity model of deindividuation effects. Human Communication Research 30, 234–259 (2004)
Riegelsberger, J., Sasse, M.A., McCarthy, J.D.: Shiny happy people building trust? Photos on e-commerce websites and consumer trust. In: Proceedings of CHI2003, Ft. Lauderdale, Florida, April 5-10, 2003, pp. 121–128 (2003)
Tanis, M., Postmes, T.: A social identity approach to trust: Interpersonal perception, group membership and trusting behaviour. European Journal of Social Psychology 35, 413–424 (2005)
Rocco, E.: Trust breaks down in electronic contexts but can be repaired by some initial face-to-face contact. In: CHI 1998 Proceedings, pp. 496–502 (1998)
Bos, N., Olson, J., Gergle, D., Olson, G., Wright, Z.: Effects of four computer-mediated communications channels on trust development. In: CHI 2002 Proceedings, vol. 4, pp. 135–140 (2002)
Chen, S., Chaiken, S.: The heuristic-systematic model in its broader context. In: Chaiken, S., Trope, Y. (eds.) Dual-process theories in social psychology, pp. 73–96. The Guilford Press, New York (1999)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2006 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
de Vries, P. (2006). Social Presence as a Conduit to the Social Dimensions of Online Trust. In: IJsselsteijn, W.A., de Kort, Y.A.W., Midden, C., Eggen, B., van den Hoven, E. (eds) Persuasive Technology. PERSUASIVE 2006. Lecture Notes in Computer Science, vol 3962. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11755494_9
Download citation
DOI: https://doi.org/10.1007/11755494_9
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-34291-5
Online ISBN: 978-3-540-34293-9
eBook Packages: Computer ScienceComputer Science (R0)