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Gauging the Politeness in Virtual Commercial Contexts Based on Patrons’ Collective Perceptions

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Advances in Swarm and Computational Intelligence (ICSI 2015)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 9142))

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Abstract

Politeness constantly plays a significant role in commercial contexts. In contrast to its importance, politeness-related issues in fast-growing virtual commercial contexts received rare attention. This article reports a work developing an instrument for gauging degree of politeness in online storefronts. The instrument’s reliability and validity were confirmed through analyzing empirical data, which distilled collective perceptions of 282 sampled patrons. A second-order confirmatory factor analysis revealed that online consumers’ tendency in paying relative more attention to their rights being respected and gaining useful information while they are assessing online retailers’ politeness. Using the instrument, people can measure the degree of politeness in online retailers.

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Author information

Authors and Affiliations

  1. Department of Information Management, Chung Chou University of Science and Technology, Yuanlin, Taiwan, ROC

    I-Ching Chen

  2. Department of Computer Science and Communication Engineering, Providence University, Taichung, Taiwan, ROC

    Shueh-Cheng Hu

Authors
  1. I-Ching Chen
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  2. Shueh-Cheng Hu
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Corresponding author

Correspondence to I-Ching Chen .

Editor information

Editors and Affiliations

  1. Peking University, Beijing, China

    Ying Tan

  2. Xi'an Jiaotong-Liverpool University, Suzhou, China

    Yuhui Shi

  3. Universidade de Pernambuco, Recife, Brazil

    Fernando Buarque

  4. Instituto Politécnico Nacional, Mexico, Mexico

    Alexander Gelbukh

  5. Indian Statistical Institute, Kolkata, India

    Swagatam Das

  6. University of Pretoria, Pretoria, South Africa

    Andries Engelbrecht

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© 2015 Springer International Publishing Switzerland

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Chen, IC., Hu, SC. (2015). Gauging the Politeness in Virtual Commercial Contexts Based on Patrons’ Collective Perceptions. In: Tan, Y., Shi, Y., Buarque, F., Gelbukh, A., Das, S., Engelbrecht, A. (eds) Advances in Swarm and Computational Intelligence. ICSI 2015. Lecture Notes in Computer Science(), vol 9142. Springer, Cham. https://doi.org/10.1007/978-3-319-20469-7_45

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  • DOI: https://doi.org/10.1007/978-3-319-20469-7_45

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-20468-0

  • Online ISBN: 978-3-319-20469-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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