Online product presentation and perceived trustworthiness : the moderating role of gender Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/r494vn29q

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  • E-commerce is growing each year, reaching 130.1 billion in 2008 (Internetretailer.com, 2009b). Retailers have turned their attention to the online channel to discover ways to stay competitive. Yet there is still limited research on online apparel retailing, especially in online product presentation. Thus, the purpose of this study was to examine how the presence of an attractive model’s face influences consumer trustworthiness and to explore how men and women differ on their response to the presence of an attractive model's face in an online apparel shopping context. In addition, relationships between perceived trustworthiness, perceived risk, and purchase intention were examined. This study employed a one factor between-subjects' factorial design: Product presentation (presence of face vs. absence of face) by gender (male vs. female). Eight websites were created to closely resemble the design of "real" websites (two websites for each condition). Self-administered questionnaires were used for data collection. The data was collected at Oregon State University in Spring 2009. A convenient sample of 174 undergraduate students was obtained. Using descriptive statistics, linear regression analyses, and univariate analyses of covariance, the present research showed (1) a positive relationship between perceived trustworthiness and purchase intention, (2) a negative relationship between perceived trustworthiness and perceived risk, and (3) a negative relationship between perceived risk and purchase intention. The results also revealed that there was no effect of product presentation on perceived trustworthiness as well as no moderating effect of gender on product presentation and perceived trustworthiness. E-tailers can draw implications from the study to focus on creating perceived trustworthiness in their customers. Relationships showed that perceived trustworthiness is important in reducing perceived risk and increasing purchase intention for consumers. This shows that it is important for e-tailers to find website attributes that invoke trustworthiness in their consumers. Also, researchers can further investigate online product presentation based on the research findings. The present study did not find an effect of the presence or absence of a model's face influence perceived trustworthiness, but there are more model attributes to investigate, including looking at facial attributes, body angles, and model attractiveness.
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