دانلود رایگان مقاله انگلیسی هنر درخواست در تجارت الکترونیکی: کیفیت وب سایت در خرید های آنلاین - امرالد 2017

Abstract

Purpose – This study advances product appeal and website appeal as focal psychological mechanisms that can be invoked by business-to-consumer (B2C) e-commerce sites to mitigate problems of information asymmetry via signaling to bolster consumers’ purchase intention under the influence of trust. Design/methodology/approach – Survey approach was employed to validate our research model. Findings – Website appeal partially mediates the positive effect of product appeal on consumers’ purchase intention. Trust in e-commerce sites not only increases purchase intention directly, but it also reinforces the positive relationship between website appeal and purchase intention while attenuating the positive relationship between product appeal and purchase intention. Service content quality, search delivery quality, and enjoyment are confirmed as positive antecedents of website appeal whereas diagnosticity and justifiability are established as positive antecedents of product appeal. Research implications – This study not only delineates product and website appeal as complementary drivers of consumer purchase on e-commerce sites, but it also derives five signals that aid in bolstering both product and website appeal. Trust is revealed to exert a moderating influence on the impact of product and website appeal on purchase intention. Practical implications – Practitioners should prioritize their resource allocation to enhance qualities most pertinent to product and website appeal. E-commerce sites should offer product-oriented functionalities to facilitate product diagnosticity and reassure consumers of their purchase decisions. Originality/value – This study distinguishes between product and website appeal as well as between their respective antecedents. It also uncovers how trust can alter the effects of both website and product appeal on consumers’ purchase intention.

6. DISCUSSION

This study yields several unexpected findings. First, there is no discernible relationship between service content quality and website appeal, and supplementary analysis reveals that the effect of service content quality on website appeal is suppressed by product appeal. Second, trust is found to attenuate (rather than reinforce) the positive effect of product appeal on purchase intention. Due to the positive relationship between consumers’ familiarity with an e-commerce site and their trust in this site (Kim et al., 2008), the unexpected negative moderating effect of trust may be explained by the reduced tendency of experienced consumers with high trust in an e-commerce site (Gefen et al., 2003a) to carefully assess products listed on the site prior to purchase. In contrast, inexperienced consumers with low trust in an e-commerce site (Jarvenpaa et al., 2000) might rely on product-oriented functionalities to a greater extent in order to alleviate their concerns about product risk.

6.1 Implications for Theory and Practice

This study contributes to e-commerce research on three fronts. First, extending signaling theory, we draw on the concept of appeal from advertising literature to not only distinguish between product and website appeal in order to capture consumers’ positive interpretation of product- and service-related qualities signaled by e-commerce sites, but to also investigate the effects of both product and website appeal on online consumption. Compared to past studies that concentrate primarily on website appeal (Campbell et al., 2013; Tamimi and Sebastianelli, 2015; Wells et al., 2011), we demonstrate that the appeal of ecommerce sites is not founded solely on the availability of functionalities to aid consumers in product acquisition. Rather, consumers also take into account whether products offered on the site are appealing. Consequently, an alternate way of enhancing website appeal is to bolster the appeal of listed products over and beyond improving acquisition functionalities.