@inproceedings{9d7f410eed304af9885c4caf676cbdf1,
title = "Social co-browsing in online shopping: The impact of real-time collaboration on user engagement",
abstract = "For many years, online shopping has been a solitary activity. Social co-browsing is an emerging technology which enables two or more users to share the same view in the browser in real-time. Co-browsing enhances online shopping sites with a multi-player mode and enables new forms of communication between online shoppers. In this paper, we study the impact of social presence in social co-browsing on key attributes of user engagement. We extend a measurement model for user engagement with social presence and conduct an online experiment on Amazon's Mechanical Turk. Two subjects are either paired in text chat session or social co-browsing session. Additionally, a control group is engaged in solitary online shopping experience. User engagement attributes, social presence, and perceived usefulness are measured using a survey. Our data analysis suggests that users who perceive a higher psychological presence are significantly more engaged in the online shopping activity. In particular, social presence in co-browsing leads to a more rewarding experience than in the case of a chat-only approach.",
keywords = "Collaborative Systems, E-Commerce, Social Presence, User Engagement",
author = "Stefan Seedorf and Christian Thum and Thimo Schulze and Lea Pfrogner",
year = "2014",
language = "English",
isbn = "9780991556700",
series = "ECIS 2014 Proceedings - 22nd European Conference on Information Systems",
publisher = "Association for Information Systems",
booktitle = "ECIS 2014 Proceedings - 22nd European Conference on Information Systems",
note = "22nd European Conference on Information Systems, ECIS 2014 ; Conference date: 09-06-2014 Through 11-06-2014",
}