The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets

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.