This research proposes and validates the Online Social Presence (OSP) scale and framework as an effective means of addressing the struggle e-tailers have encountered in attempting to create persuasive and effective online retailing experiences, which persuade customers to purchase their products and services. Online Social Presence (OSP) reexamines and extends the original social presence theory to the complex and dynamic e-tailing environment to address research that indicates that the typical online shopping experience lacks warmth and sociability.
A robust mixture of qualitative and quantitative research methods were employed to validate the Online Social Presence (OSP) as containing three reflectively measured first-order constructs (intimacy, immediacy, and authenticity) which formatively create the second-order construct of OSP. The research process included qualitative item generation and qualitative and quantitative item purification procedures. PLS-SEM was employed to validate a twenty-one item validated OSP scale and establish nomological validity of the OSP scale and framework in the context of e-Satisfaction as an established outcome variable.
","abstract_html":"<p>This research proposes and validates the Online Social Presence (OSP) scale and framework as an effective means of addressing the struggle e-tailers have encountered in attempting to create persuasive and effective online retailing experiences, which persuade customers to purchase their products and services. Online Social Presence (OSP) reexamines and extends the original social presence theory to the complex and dynamic e-tailing environment to address research that indicates that the typical online shopping experience lacks warmth and sociability.</p> <p>A robust mixture of qualitative and quantitative research methods were employed to validate the Online Social Presence (OSP) as containing three reflectively measured first-order constructs (intimacy, immediacy, and authenticity) which formatively create the second-order construct of OSP. The research process included qualitative item generation and qualitative and quantitative item purification procedures. PLS-SEM was employed to validate a twenty-one item validated OSP scale and establish nomological validity of the OSP scale and framework in the context of e-Satisfaction as an established outcome variable.</p>","abstract_has_math":false,"creators":["Reams, Russell"],"institution":null,"degree_name":"Doctor of Business Administration (DBA)","degree_level":"Dissertation","degree_discipline":"Marketing","degree_department":null,"school":null,"contributors":["Dr. Joseph F. Hair","Dr. Detmar Straub","Dr. Thomas Baker"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2013,"date_issued":"2013-04-01T07:00:00Z","date_published":"2013-04-01T07:00:00Z","updated_at":"2026-07-24T02:42:53Z","subjects":["Authenticity","e-tailing","e-Satisfaction","Immediacy","Intimacy","Online Shopping","Online Social Presence","Marketing"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://digitalcommons.kennesaw.edu/etd/573","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Joseph F. Hair","Dr. Detmar Straub","Dr. Thomas Baker"]},{"key":"dc:creator","label":"Author","values":["Reams, Russell"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2013-06-27T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Marketing"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Dissertation"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Doctor of Business Administration (DBA)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Authenticity","e-tailing","e-Satisfaction","Immediacy","Intimacy","Online Shopping","Online Social Presence","Marketing"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://digitalcommons.kennesaw.edu/etd/573"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This research proposes and validates the Online Social Presence (OSP) scale and framework as an effective means of addressing the struggle e-tailers have encountered in attempting to create persuasive and effective online retailing experiences, which persuade customers to purchase their products and services. Online Social Presence (OSP) reexamines and extends the original social presence theory to the complex and dynamic e-tailing environment to address research that indicates that the typical online shopping experience lacks warmth and sociability.
A robust mixture of qualitative and quantitative research methods were employed to validate the Online Social Presence (OSP) as containing three reflectively measured first-order constructs (intimacy, immediacy, and authenticity) which formatively create the second-order construct of OSP. The research process included qualitative item generation and qualitative and quantitative item purification procedures. PLS-SEM was employed to validate a twenty-one item validated OSP scale and establish nomological validity of the OSP scale and framework in the context of e-Satisfaction as an established outcome variable.
"]},{"key":"dc:title","label":"Title","values":["Online Social Presence (OSP) In E-Tailing: Construct Development And Testing"]}]}],"canonical_facts":{"dc:contributor":["Dr. Joseph F. Hair","Dr. Detmar Straub","Dr. Thomas Baker"],"dc:creator":["Reams, Russell"],"dc:date.available":["2013-06-27T07:00:00Z"],"dc:description.abstract":["This research proposes and validates the Online Social Presence (OSP) scale and framework as an effective means of addressing the struggle e-tailers have encountered in attempting to create persuasive and effective online retailing experiences, which persuade customers to purchase their products and services. Online Social Presence (OSP) reexamines and extends the original social presence theory to the complex and dynamic e-tailing environment to address research that indicates that the typical online shopping experience lacks warmth and sociability.
A robust mixture of qualitative and quantitative research methods were employed to validate the Online Social Presence (OSP) as containing three reflectively measured first-order constructs (intimacy, immediacy, and authenticity) which formatively create the second-order construct of OSP. The research process included qualitative item generation and qualitative and quantitative item purification procedures. PLS-SEM was employed to validate a twenty-one item validated OSP scale and establish nomological validity of the OSP scale and framework in the context of e-Satisfaction as an established outcome variable.
"],"dc:identifier":["https://digitalcommons.kennesaw.edu/etd/573"],"dc:subject":["Authenticity","e-tailing","e-Satisfaction","Immediacy","Intimacy","Online Shopping","Online Social Presence","Marketing"],"dc:title":["Online Social Presence (OSP) In E-Tailing: Construct Development And Testing"],"thesis:degree_discipline":["Marketing"],"thesis:degree_level":["Dissertation"],"thesis:degree_name":["Doctor of Business Administration (DBA)"]},"updated_at":"2026-07-24T02:42:53Z"}