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Chapter XIX: AffordingCultural and Social Presence in E-Marketing
Robert
Pennington
National Chung Hsing University,
Taiwan
Abstract
This chapter discusses the relationships among several concepts
important to Web design, marketing communications and consumer behavior. Originally from psychology
literature, the concept of affordances, the result of interaction between a human and an object,
has emerged in product design literature. This chapter extends the concept to design of mediated
environments, stressing detailed social and cultural contextual elements and potential behaviors.
Vividness and interactivity in mediated environments are requisite qualities for inducing a sense
of presence, consumers’ perception on some level that a mediated environment is non-mediated.
Well-designed mediated environments afford consumers online opportunities to modify relationships
with their environments.
