오늘날 인터넷 쇼핑몰로 대표되는 전자상거래는 인터넷 사용인구의 급증과 기술의 발달을 통해 꾸준히 성장하고 있다. 인터넷 쇼핑몰 시장의 급속한 성장과 더불어 시장의 경쟁은 점차 심화되어가고 있으며, 이러한 치열한 경쟁 상황에서 경쟁우위를 확보하기 위해서 인터넷 쇼핑몰들은 기술적 개선 외에도 소비자와 관계형성 및 유지를 위한 관계적 커뮤니케이션 환경의 필요성이 대두되고 있다. 본 연구에서는 이모티콘과 사회적 언어와 같은 비언어적 단서들의 활용이 인터넷 쇼핑몰을 방문하는 소비자들의 사회적 실재감 (Social Presence) 을 높일 수 있으며, 소비자들의 인지된 상호작용성 (Perceived Interactivity) 을 높일 수 있는지를 살펴보았다. 특히 이러한 사회적 실재감의 역할이 인터넷 쇼핑몰을 통해 판매되는 상품의 유형 (쾌락적․실용적 제품) 에 따라 어떻게 다른지를 살펴보았다. 연구 결과 인터넷 쇼핑몰에서 형성된 높은 수준의 사회적 실재감은 판매자와 방문자간의 상호작용성에 긍정적인 영향을 미쳤다. 특히 쾌락적 제품의 높은 사회적 실재감이 상호작용성에 미치는 효과는 실용적 제품의 높은 사회적 실재감이 상호작용성에 미치는 효과보다 더 크다는 것을 확인할 수 있었다. 본 연구는 컴퓨터 매개 커뮤니케이션 환경에서 높은 수준의 사회적 실재감이 상호작용성에 미치는 영향 그리고 쾌락적 제품과 실용적 제품에 따른 사회적 실재감의 수준이 상호작용성에 미치는 영향을 알아봄으로써 인터넷 쇼핑몰에서의 고객과의 관계 형성 및 유지 전략을 위한 새로운 모형을 제시했다는데 의미를 둔다. 이러한 쾌락적․실용적 제품에 따른 사회적 실재감의 활용은 인터넷 쇼핑 환경에서 고객관계 향상에 기여할 것으로 기대된다.

In 21st century, the Internet retailing market is getting competitive as the growth of Internet users and technical development. Therefore, the Internet retailers need not only technical development but also the more relation-oriented computer communication environment to make and maintain good relationships with their customers for their competitive advantages. One strategy fostering good relationship with their customers is the use of social presence cues in their retailing web sites which stimulate customers' perceived interactivity of the shopping sites and subsequently affect satisfaction and loyalty. In this study, we focus on non-verbal social presence cues such as the emoticon and social language in order to know how social presence cues of Internet retailing sites have an impact on customers' perceived interactivity of the sites. In particular, we are interested in the role of product types (i.e., utilitarian vs. hedonic products) sold via Internet retailers in the relationship between social presence cues and perceived interactivity. The results from this study show that the high level of social presence in the Internet shopping sites has positive influence on perceived interactivity of the sites. Specifically, perceived interactivity is greater for the site selling hedonic products than for the site selling utilitarian products when the site has high level of social presence. The study provides some meaningful academic and managerial contribution to manage and design Internet retailing sites to improve the relationships with their customers.

In 21st century, the Internet retailing market is getting competitive as the growth of Internet users and technical development. Therefore, the Internet retailers need not only technical development but also the more relation-oriented computer communication environment to make and maintain good relationships with their customers for their competitive advantages. One strategy fostering good relationship with their customers is the use of social presence cues in their retailing web sites which stimulate customers' perceived interactivity of the shopping sites and subsequently affect satisfaction and loyalty. In this study, we focus on non-verbal social presence cues such as the emoticon and social language in order to know how social presence cues of Internet retailing sites have an impact on customers' perceived interactivity of the sites. In particular, we are interested in the role of product types (i.e., utilitarian vs. hedonic products) sold via Internet retailers in the relationship between social presence cues and perceived interactivity. The results from this study show that the high level of social presence in the Internet shopping sites has positive influence on perceived interactivity of the sites. Specifically, perceived interactivity is greater for the site selling hedonic products than for the site selling utilitarian products when the site has high level of social presence. The study provides some meaningful academic and managerial contribution to manage and design Internet retailing sites to improve the relationships with their customers.

Computer-Mediated Communication, Social Presence, Non-verbal Cue, Emoticon, Perceived Interactivity, Online shopping, Internet shopping, Internet retailing.