Abstract
This study investigates the roles of both brand familiarity and social presence on web store emotional image improvement and, subsequently, on consumers’ online purchase intention. We draw on the SOR paradigm to develop a between-subjects factorial design, conducted with 160 subjects. Results indicate that:
1social presence affects both web emotional store image and purchase intention, whereas the influences of brand familiarity on these constructs are limited
2only entertaining dimension of store image mediates the relationship between social presence and purchase intention.
This paper presents theoretical and managerial implications of these findings.