Website Signal Perceptions and Seller Quality Identification
نویسندگان
چکیده
This study extends the understanding of signaling in online shopping environments by evaluating website signal perceptions of online buyers. Drawing from signaling theory, this study proposes and empirically tests a model for conceptualizing the influence of website signal perceptions on perceived trust, perceived deception and purchase intentions. Experimental results support the assertions of the model and indicate that the online buyers’ perceptions and purchase intentions are mainly influenced by website content and website physical presence, whereas human presence and website policy credibility are less significant. In addition, there is evidence that signal perceptions change depending on the quality of online sellers. When dealing with low-quality online sellers, online buyers are concerned with physical and human presence. When evaluating high-quality sellers, online buyers are concerned with website amateurism.
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