By integrating theories of media richness, presence, perceive risk, flow, and social presence into the S-O-R paradigm, this study develops a theoretical model that extends previous research to explain how the virtual presence generated by a web store affects consumers’ internal psychological states and final purchase behavior. The experimental results show that (1) the richness of website features (multiplicity of cues and immediacy of feedback) positively influences consumers’ perceptions of website telepresence (cognitive experience) and social presence (affective experience). (2) Telepresence can significantly increase consumer purchase intention by reducing perceived website risk and increasing perceived product diagnosis. (3) Social presence can significantly increase consumers’ purchase intention by increasing perceived product diagnostics and perceived social approval. (4) Shopping task complexity positively moderates the relationship between cue multiplicity and perceived virtual presence. The findings provide insights for marketing practitioners by helping to understand the effects of virtual presence on consumer decision-making.

通过将媒体丰富性、存在感、感知风险、流量和社交存在感理论整合到 SOR 范式中，本研究开发了一个理论模型，该模型扩展了先前的研究，以解释网络商店产生的虚拟存在如何影响消费者的内部心理状态和最终购买行为。实验结果表明：（1）网站特征的丰富性（线索的多样性和反馈的即时性）对消费者对网站临场感（认知体验）和社交临场感（情感体验）的感知产生积极影响。(2)网真可以通过降低感知网站风险、增加感知产品诊断来显着提高消费者的购买意愿。（3）社会存在可以通过增加感知产品诊断和感知社会认可来显着提高消费者的购买意愿。(4)购物任务复杂性正向调节线索多样性和感知虚拟存在之间的关系。研究结果有助于了解虚拟存在对消费者决策的影响，为营销从业者提供见解。