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Converting apprehensive customers to willing customers
Saibal K. Pal, 2017, izvirni znanstveni članek

Opis: This study focuses on knowing about the factors that can affect the trust levels of the consumers involved in online shopping. Trust has been identified as a prominent factor that ultimately leads to the transformation of the apprehensive customers into willing customers. The role of website design features and portal affiliation is tested regarding their impact in affecting the trusting beliefs of the customers. Structural Equation Modeling (SEM) was put to use to do the statistical testing on the data collected through students of tier III city of India. The results showed that the website design features have an important role to play in affecting the trusting beliefs of the people whereas portal affiliation didn’t have much of a role. The study implies that the website managers must focus on their design features if they want to gain the trust of their customers. The portal affiliation wouldn’t be fruitful in the case of a student at least. Better shoppers amongst students must be attracted towards portals through innovative designs and features.
Najdeno v: ključnih besedah
Povzetek najdenega: ...customers into willing customers. The role of website design features and portal affiliation is tested...
Ključne besede: online shopping, building trust, website design features, portal affiliation, structural equation modelling, theory of reasoned action
Objavljeno: 01.04.2021; Ogledov: 413; Prenosov: 0
.pdf Polno besedilo (653,16 KB)

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