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Real Experience in a Virtual Store: Designing for Presence in Online Shopping

This paper discusses the applications of presence in online shopping and illustrates how online stores can improve their experiential appeal and utilitarian value by enhancing shoppers’ feelings of presence with the help of web-based interactive multimedia technologies. Specifically, four types of presence are discussed: presence of products, presence of a sales representative, presence of an intelligent agent, and presence of Coshoppers and other customers. Guidelines of presence design are also suggested.