Socializing online shopping社会化网上购物

People rarely go shopping together online.人们很少一起去网上购物。 Okay, occasionally I'll show my wife that I can buy some item or other we need cheaper online than at the mall, but that's usually just to save the car journey.好吧，偶尔我会告诉我的妻子，我可以买一些项目或其他较便宜，我们需要在商场在线，但通常只为节省车程。

Online shopping is essentially a solo occupation, as are many other internet activities.网上购物基本上是一个单独的占领，就像很多其他互联网活动。 Fundamentally, there is none of the social side of window shopping with friends, of trying outfits, of the Stadtbummel Germans apparently enjoy so much, and no opportunities to stop off for a skinny iced cinnamon dolce latte café and check emails at a wi-fi hotspot.从根本上讲，是没有的窗口与朋友购物社会服务方面，试图衣服的Stadtbummel德国人，显然是享受这么多，并没有机会下车的一个瘦小的冰镇肉桂在一个Wi杜拿铁咖啡馆和检查电子邮件音响热点。

And, apparently, this angst regarding the lack of the social when it comes to ecommerce is the same the world over from Canada to China, according to Khaled Hassanein and Milena Head of DeGroote School of Business, at McMaster University, in Hamilton, Ontario and Chunhua Ju of the Science and Research Office, Zhejiang Gongshang University, in Hangzhou, Zhejiang, PR China.显然地，这样的焦虑有关的社会缺乏当谈到电子商务是世界各地从加拿大到中国，根据哈立德哈萨尼和米莱娜的德格罗特商学院的负责人，麦克马斯特大学，在安大略省汉密尔顿和同春花炬科学和研究办公室，浙江工商大学，浙江杭州，宣传中国。

They explain how earlier research studies have shown that website design elements, such as text and pictures, can be manipulated to increase the perception of Social Presence (SP) among online consumers, which can have some impact on perceived trustworthiness, usefulness and overall enjoyment of the online shopping experience.他们解释如何早期研究发现，该网站的设计元素，如文本和图片，可以被操纵，以增加社会存在（SP）的中，在线消费者感知，可以认为有一些可信性，实用性和整体享受的影响网上购物体验。 However, they have now found that perceived usefulness and enjoyment are affected by SP the same in Canada and Chine, although trust seems to be a different matter.然而，他们却发现，在感知有用性和享受是由警司在同加拿大和烧瓷的影响，虽然信任似乎是一个不同的问题。

“The traditional offline shopping experience includes a wide range of emotions involving various types of social interactions with humans,” the researchers explain, “In contrast, the online shopping experience may be viewed as lacking human warmth and sociability. “传统线下购物体验包含了涉及社会交往与人类各种情感广泛，”研究人员解释说：“相比之下，网上购物的经验可能被视为缺乏人间的温暖和社交能力。 Online vendors can try to overcome the more impersonal, anonymous and automated stigma of online shopping by making their virtual storefront socially rich.”网上销售商可以尝试克服更多的人情味，不记名，自动化使他们的虚拟店面，社会资源丰富的网上购物的耻辱。“

How this enrichment is carried out, perhaps by using design elements such as emotive text and socially rich images, and whether it works or not is open to debate, but it is just possible that the ultimate success of ecommerce hinges on this very question.这是如何进行的浓缩铀，也许使用诸如感情丰富的文字和图片社的设计元素，以及是否管用不管用，颇值得商榷，但也只是可能在电子商务的最终成功取决于对这个问题的。

Khaled Hassanein, Milena Head, & Chunhua Ju (2009). 哈立德哈萨尼，米莱娜头，与春花炬（2009年）。 A cross-cultural comparison of the impact of Social Presence on website trust, usefulness and enjoyment Int. 有代表性的社会存在对网站的信任，实用性和享受廉政文化比较的影响。 J. Electronic Business, 7 (6), 625-641 J.电子商务，7（6），625-641