The Interaction Effect between Online Trust and Web site Interactivity on Highest Purchasing Price
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.
Jieqian Wu Zhen Wang Lihua Huang
Information Management and Information Systems School of Management, Fudan University Shanghai, Chin School of Labor and Human Resources Renming University of China, Beijing, China Dept.of Information Management and Information Systems School of Management, Fudan University Shangh
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-4
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）