Abstract With rising ownership of internet-enabled devices, consumers are increasingly relying on information derived from social media to guide their purchase decisions. Businesses, in response, are more aggressively utilizing social networking sites (SNS) such as Facebook to promote their products and interact with customers. However, uncertainties still exist about the optimal way to design and leverage social commerce sites. This study develops and tests a theoretical model to understand how various antecedents of human-to-human interactivity on social networking sites (content source, content type, and posting frequency), influence perceived social presence and subsequently affects consumer attitudes to the site. This study also examines perceived usefulness of the SNS and perceived product risk as critical mediators of social presence’s effect on attitudes to the social networking site. The proposed conceptual model offers both theoretical insight and practical guidance to marketers by establishing the role of social interaction in effective digital marketing communications.

中文翻译：

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重新概念化消费者对社会商务站点态度的决定因素

摘要随着支持互联网的设备的所有权不断增加，消费者越来越依赖于社交媒体中的信息来指导他们的购买决策。作为响应，企业正在更积极地利用诸如Facebook之类的社交网站（SNS）来推广其产品并与客户互动。但是，关于设计和利用社交网站的最佳方法仍然存在不确定性。这项研究开发并测试了一种理论模型，以了解社交网站上人与人互动的各种前提（内容来源，内容类型和发布频率）如何影响感知的社交存在并随后影响消费者对该网站的态度。这项研究还检查了SNS的有用性和产品风险，这些风险是社交存在对社交网站态度的影响的关键中介。拟议的概念模型通过建立社交互动在有效的数字营销传播中的作用，为营销人员提供理论见解和实践指导。