Due to COVID-19, consumers seem content with their online shopping experiences and are increasingly opting for online purchases compared to the pre-pandemic period. The surge in online shopping during the pandemic has highlighted the importance of understanding consumer behaviour in the digital realm and the factors influencing their purchase decisions. However, marketers encounter significant challenges when selecting the most effective visual representation for promoting products in m-commerce. Thus, this study aims to explore the influence of social presence through visual representation on consumer behaviour in m-commerce interfaces, examining gaze direction, ethnicity and gender as potential moderators. This study adopted a quantitative approach using a within-subjects experiment where participants will go through a simulation of buying a product in m-commerce interfaces. After completing the task, respondents will then be required to complete the post-task questionnaire. The expected outcome of the study is to provide an understanding of how social presence in visual representation influences consumer buying behaviour in m-commerce interfaces. Secondly, the study is expected to reveal the moderating effects of gaze direction, gender, and ethnicity, as well as the impact of visual representation, offering insights valuable for marketers in tailoring their strategies effectively. Thirdly, the research is expected to identify consumer preferences in endorser characteristics specific to the m-commerce context. Overall, this study will contribute practical insights for industry professionals, facilitating the optimisation of social presence and endorser characteristics to positively influence consumer purchase intentions in the evolving landscape of m-commerce.
Bahri et al. (Sun,) studied this question.
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