Viewer Number Cues in Fashion E-Commerce: The moderating effect of category knowledge

Date
2013-01-01
Authors
Lee, Eun-Jung
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Research Projects
Organizational Units
Journal Issue
Series
Abstract

Just a mere existence of peer shoppers affects customers’ emotional as well as cognitive responses towards the store environment (e.g., Argo, Dahl, & Manchanda, 2005). The size of an in-store mere social presence, or retail density, has received a significant research interest in traditional retail settings (e.g., van Rompay et al., 2012). Then, would a similar idea of mere social presence exist in Web-based environments, affecting shoppers? Fashion retail websites provide similar numeric cues signaling traffic, or virtual density, of their websites, such as viewer number cues (hereafter VNC).

Description
Keywords
Viewer number, e-commerce, category knowledge
Citation
DOI
Source