Dissertation/ Thesis
Online product presentation and perceived trustworthiness : the moderating role of gender
| Title: | Online product presentation and perceived trustworthiness : the moderating role of gender |
|---|---|
| Authors: | Marshall, Kerianne |
| Contributors: | Kim, Minjeong, Iwaniec, Urszula, Cluver, Brigitte, Koenig, Hal, Design and the Human Environment, Oregon State University. Graduate School |
| Publisher Information: | Oregon State University |
| Collection: | ScholarsArchive@OSU (Oregon State University) |
| Subject Terms: | Consumers -- Attitudes, Clothing and dress -- Internet marketing, Electronic commerce -- Internet marketing, Beauty, Personal -- Psychological aspects, Consumer behavior -- Sex differences, Face -- Psychological aspects, Motivation research (Marketing), Advertising -- Psychological aspects |
| Description: | 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 ... |
| Document Type: | master thesis |
| Language: | English unknown |
| Relation: | https://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/r494vn29q |
| Availability: | https://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/r494vn29q |
| Rights: | All rights reserved |
| Accession Number: | edsbas.D1BBB590 |
| Database: | BASE |
| FullText | Text: Availability: 0 CustomLinks: – Url: https://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/r494vn29q# Name: EDS - BASE (ns324271) Category: fullText Text: View record from BASE |
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| Header | DbId: edsbas DbLabel: BASE An: edsbas.D1BBB590 RelevancyScore: 602 AccessLevel: 3 PubType: Dissertation/ Thesis PubTypeId: dissertation PreciseRelevancyScore: 602 |
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| Items | – Name: Title Label: Title Group: Ti Data: Online product presentation and perceived trustworthiness : the moderating role of gender – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Marshall%2C+Kerianne%22">Marshall, Kerianne</searchLink> – Name: Author Label: Contributors Group: Au Data: Kim, Minjeong<br />Iwaniec, Urszula<br />Cluver, Brigitte<br />Koenig, Hal<br />Design and the Human Environment<br />Oregon State University. Graduate School – Name: Publisher Label: Publisher Information Group: PubInfo Data: Oregon State University – Name: Subset Label: Collection Group: HoldingsInfo Data: ScholarsArchive@OSU (Oregon State University) – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Consumers+--+Attitudes%22">Consumers -- Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Clothing+and+dress+--+Internet+marketing%22">Clothing and dress -- Internet marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Electronic+commerce+--+Internet+marketing%22">Electronic commerce -- Internet marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Beauty%22">Beauty</searchLink><br /><searchLink fieldCode="DE" term="%22Personal+--+Psychological+aspects%22">Personal -- Psychological aspects</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior+--+Sex+differences%22">Consumer behavior -- Sex differences</searchLink><br /><searchLink fieldCode="DE" term="%22Face+--+Psychological+aspects%22">Face -- Psychological aspects</searchLink><br /><searchLink fieldCode="DE" term="%22Motivation+research+%28Marketing%29%22">Motivation research (Marketing)</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising+--+Psychological+aspects%22">Advertising -- Psychological aspects</searchLink> – Name: Abstract Label: Description Group: Ab Data: 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 ... – Name: TypeDocument Label: Document Type Group: TypDoc Data: master thesis – Name: Language Label: Language Group: Lang Data: English<br />unknown – Name: NoteTitleSource Label: Relation Group: SrcInfo Data: https://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/r494vn29q – Name: URL Label: Availability Group: URL Data: https://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/r494vn29q – Name: Copyright Label: Rights Group: Cpyrght Data: All rights reserved – Name: AN Label: Accession Number Group: ID Data: edsbas.D1BBB590 |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.D1BBB590 |
| RecordInfo | BibRecord: BibEntity: Languages: – Text: English – Text: unknown Subjects: – SubjectFull: Consumers -- Attitudes Type: general – SubjectFull: Clothing and dress -- Internet marketing Type: general – SubjectFull: Electronic commerce -- Internet marketing Type: general – SubjectFull: Beauty Type: general – SubjectFull: Personal -- Psychological aspects Type: general – SubjectFull: Consumer behavior -- Sex differences Type: general – SubjectFull: Face -- Psychological aspects Type: general – SubjectFull: Motivation research (Marketing) Type: general – SubjectFull: Advertising -- Psychological aspects Type: general Titles: – TitleFull: Online product presentation and perceived trustworthiness : the moderating role of gender Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Marshall, Kerianne – PersonEntity: Name: NameFull: Kim, Minjeong – PersonEntity: Name: NameFull: Iwaniec, Urszula – PersonEntity: Name: NameFull: Cluver, Brigitte – PersonEntity: Name: NameFull: Koenig, Hal – PersonEntity: Name: NameFull: Design and the Human Environment – PersonEntity: Name: NameFull: Oregon State University. Graduate School IsPartOfRelationships: – BibEntity: Identifiers: – Type: issn-locals Value: edsbas |
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