The Effect Of Synchronous Online Consumers And Their Avatar Anthropomorphism To Online Trust

Social media and e-commerce site combined with the birth of social-type e-commerce,and the original set of commodity information-oriented e-commerce site is different,social e-commerce by building a social platform for customers to improve customers in the shopping " Sense ",thereby enhancing the trust of the site,enhance shopping fun,improve shopping satisfaction.The study of the social stimulus effect of consumption fcand that others at the time of shopping alone or non-interactive social presence can make the focus of customers have a higher level of awakening.The focus of this study is to explore how to add relevant social elements to the design of e-commerce sites to improve the perceived focus of peer-to-peer buyers on social home.This study proposes the use of barcasses as a social element to prompt real-time purchases of peer buyers to improve the user's social presence,and to design a single-factor experiment to test peer buyers to buy information tips for real-time user society The impact of telepresence.In addition,due to the strong social properties of social e-commerce,based on the existing research on social media design,this paper examines the e-commerce site buyers in the picture of the degree and fidelity of the focus of the customer's social impact.The results of the study show that e-commerce sites in the design of real-time tips to peer buyers to buy information on the focus of the customer's social presence has a significant impact.Compared with the static display of peer-to-peer diaper purchase records,the design of dynamic display of peer-to-peer real-time purchase of the barrage can make the focus of customers feel stronger social telepresence,but the design real-time tips peers Buyer's purchase of information on the focus of the customer's trust has no significant impact.The subjects speculated that the buyer to buy the time of the distance,that is,the peer perception of peer buyers on the strength of the strong spot on the focus of the customer's social presence,trust has a significant impact,speculated that the buyer has just purchased the perception of social telepresence,The trust was significantly higher than the speculation that the buyer previously purchased the subjects.Compared with the portrait/still life class portrait,portrait class,Meng pet's head can significantly improve the subject's perception of people,trust,but the portrait of the barrage group and Meng pet barrage group in the perception of social telepresence,trust There is no significant difference.The level of fidelity of the portrait is not significantly affected by the perceived social presence of the focus customer.At the same time,the social telepresence plays a mediating role in the competition between the web design and the customer trust of the social clues;the social telepresence plays a mediating role between the buyer's image and the customer's trust.It is noteworthy that the trust of consumers on the shopping site affect their website prompts others to buy real-time barrage of trust,a considerable number of consumers on the barrage of the buyer whether there is real-time purchase of doubt,this part of the consumer Will be speculated that the barrage in the "just buy" is the use of electricity platform for a "barrier method",in fact,barrage buyers in the purchase of information or "before".