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Just a mere existence of peer shoppers affects customers’ emotional as well as cognitive responses towards the store environment (e.g., Argo, Dahl, & Manchanda, 2005). The size of an in-store mere social presence, or retail density, has received a significant research interest in traditional retail settings (e.g., van Rompay et al., 2012). Then, would a similar idea of mere social presence exist in Web-based environments, affecting shoppers? Fashion retail websites provide similar numeric cues signaling traffic, or virtual density, of their websites, such as viewer number cues (hereafter VNC).

Viewer Number Cues in Fashion E-Commerce: The moderating effect of category knowledge