What is Social presence cues

The rapid advance of the Internet and global information technology has changed the way many people view shopping and undertake daily transactions. Despite the Internet advantages, the rate of Internet shopping remains low; commonly explained by a lack of trust in the new shopping mode (Kim & Tadisina, 2005). Consumer trust may be even more important in electronic transactions than in traditional forms, lacking the assurance provided in traditional settings through formal proceedings, receipts and face-to-face interactions. Since trust should play an essential role in online transactions, identifying the antecedents of a consumer’s trust is important in the context of Internet transactions so that consumers can feel relaxed and confident.