The Impact of Design Factors in Mobile Application Stores on Social Presence

In this paper, we try to find the relationship between design factors and social presence in mobile application stores. Social presence in mobile app stores consists of intimacy, social atmosphere and interpersonal interaction and design factors including structure design, content design, visual design and interactive design. We used semantic differential scale method to test the effects of design factors on users' social presence. The result shows that the interactive design has significant effects on social atmosphere. Structure design has significant effects on interpersonal interaction. The result shows that design factors have significant effects on social presence. Obviously, interactive design has significant effects on social atmosphere and structure design has significant effects on interpersonal interaction.