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Journal of Applied Sciences
  Year: 2008 | Volume: 8 | Issue: 16 | Page No.: 2834-2842
DOI: 10.3923/jas.2008.2834.2842
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The Role of Presence and Para Social Presence on Trust in Online Virtual Electronic Commerce

Kung-Keat Teoh and Eze Uchenna Cyril

This study analyzes users` acceptance of such online immersive virtual malls and gauges the impact of these malls on users` acceptance, trust and intended use in an empirical manner using quantitative approaches by comparing rival models. Two main external factors, presence and para social presence, were measured against the factors proposed in a technology acceptance model which has been infused with the trust factor based on existing literature. After standard psychometric measures for reliability and validity determinations, rival plausible models were then compared against the proposed research model using structural equation modeling in order to obtain the one with best fit. The results indicate that presence and para social presence are variables which affect users` perceived ease of use and perceived usefulness of the virtual store which in turn leads to trust and intended use. The implications of the research and possible future directions are also discussed.
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  •    An Experiment on the Level of Trust in an Expanded Investment Game
  •    Effects of Antecedents of Collectivism on Consumers’ Intention to Use Social Commerce
How to cite this article:

Kung-Keat Teoh and Eze Uchenna Cyril, 2008. The Role of Presence and Para Social Presence on Trust in Online Virtual Electronic Commerce. Journal of Applied Sciences, 8: 2834-2842.

DOI: 10.3923/jas.2008.2834.2842






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