Socializing online shopping社會化網上購物

People rarely go shopping together online.人們很少一起去網上購物。 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，偶爾我會告訴我的妻子，我可以買一些項目或其他我們需要更便宜的網上比在商場，但通常只為節省車程。

Online shopping is essentially a solo occupation, as are many other internet activities.網上購物基本上是一個單獨的佔領，就像很多其他互聯網活動。 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.從根本上講，是沒有社會一邊逛街的朋友，他們是衣服，德國的Stadtbummel顯然享受這麼多，並沒有機會下車的一個瘦小的肉桂杜冰拿鐵咖啡，檢查電子郵件，在有Wi - Fi熱點。

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.顯然地，這樣的焦慮就缺乏對社會當談到電子商務是世界各地一樣，從加拿大到中國，根據哈立德哈薩尼和米萊娜主管德格羅特商學院，麥克馬斯特大學，在安大略省漢密爾頓和春花炬科學和研究辦公室，浙江工商大學，浙江杭州，宣傳中國。

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.他們解釋如何早期研究發現，該網站的設計元素，如文本和圖片，可以操作，提高認識社會存在（SP）的網上消費者中，可以有一定的影響被認為可信度，有用性和整體享受網上購物體驗。 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，他們卻發現，在被認為有用的享受都受到同樣的警司在加拿大和燒瓷，儘管信任似乎是一個不同的問題。

“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. “傳統線下購物的經驗包括範圍廣泛的情感，涉及各類社會互動與人類”的研究人員解釋說，“相比之下，網上購物的經驗可能被視為缺乏人間的溫暖和社交能力。 Online vendors can try to overcome the more impersonal, anonymous and automated stigma of online shopping by making their virtual storefront socially rich.”網上銷售商可以嘗試克服更多的人情味，不記名，自動化的恥辱網上購物，使他們的虛擬商店豐富的社會。“

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.這是如何進行的濃縮鈾，也許使用的設計元素，如文本和感情豐富的社會形象，以及它是否管用不管用，頗值得商榷，但也只是可能是對電子商務的最終成功取決於這個問題。

Khaled Hassanein, Milena Head, & Chunhua Ju (2009). 哈立德哈薩尼，米萊娜頭，與春花炬（2009年）。 A cross-cultural comparison of the impact of Social Presence on website trust, usefulness and enjoyment Int. 跨文化比較的社會存在的影響在網站信任，實用性和享受的int。 J. Electronic Business, 7 (6), 625-641 J.電子商務，7（6），625-641