文章基本信息

标题：The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets
作者：Tamilla Mavlanova ; Raquel Benbunan-Fich ; Marios Koufaris 等
期刊名称：Journal of Theoretical and Applied Electronic Commerce Research
印刷版ISSN：0718-1876
电子版ISSN：0718-1876
出版年度：2015
卷号：10
期号：1
页码：19-34
语种：English
出版社：Universidad de Talca
摘要：This study extends the understanding of signaling in online shopping environments by evaluating the effect of positive and negative signals on perceptions of online buyers. Drawing from signaling theory, this study proposes and empirically tests a model for conceptualizing the influence of website signals on perceived deceptiveness and purchase intentions. The results support the assertions of the model and indicate that the online buyers’ perceptions of website deceptiveness and purchase intentions are mainly influenced by website content, website amateurism and website physical presence, whereas human presence is not significant.
其他摘要：This study extends the understanding of signaling in online shopping environments by evaluating the effect of positive and negative signals on perceptions of online buyers. Drawing from signaling theory, this study proposes and empirically tests a model for conceptualizing the influence of website signals on perceived deceptiveness and purchase intentions. The results support the assertions of the model and indicate that the online buyers’ perceptions of website deceptiveness and purchase intentions are mainly influenced by website content, website amateurism and website physical presence, whereas human presence is not significant.
关键词：|Signaling theory; Website signals; Deception; E-commerce; Purchase intentions
其他关键词：|Signaling theory; Website signals; Deception; E-commerce; Purchase intentions