The Interaction Effect between Online Trust and Web Site Interactivity on Highest Purchasing Price

Author

Wu, Jieqian ; Wang, Zhen ; Huang, Lihua

Author_Institution

Sch. of Manage., Fudan Univ., Shanghai, China

fYear

2011

fDate

12-14 Aug. 2011

Firstpage

1

Lastpage

4

Abstract

E-commerce in China is fast growing, but online purchase conversion rate is still low. To increase consumer trust to ecommerce Web site and encourage online transaction, ecommerce platform suppliers usually apply high-usability Web site design, and therefore interactivity is frequently used. However, its effect on highest purchasing price might not be always positive. This study tested the interaction effect between online trust and Web site interactivity on highest online purchasing price. Data was collected from 384 consumers through online survey and the result shows that interactivity has positive effect on highest purchasing price only when consumers have high level online trust. Theoretical and practical implications are discussed.

Keywords

Web sites; consumer behaviour; electronic commerce; purchasing; China; E-commerce; consumer trust; e-commerce platform suppliers; online purchase conversion rate; online trust; purchasing price; web site interactivity; Educational institutions; Electronic commerce; Internet; Testing; Uncertainty; Web sites;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science (MASS), 2011 International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-6579-8

Type

conf

DOI

10.1109/ICMSS.2011.5998972

Filename

5998972