The Impact Of Website Characteristics On Website Stickness : A Moderated-Mediation Model Of Trust

• Main Author: Yeap,, Jasmine Ai Leen
• Format: Thesis
• Language: English
• Published: 2012
• Subjects: HD28-70 Management. Industrial Management
• Online Access: http://eprints.usm.my/44814/1/JASMINE%20YEAP%20AI%20LEEN.pdf; http://eprints.usm.my/44814/

In this current competitive digital economy, website stickiness has emerged as a much coveted element among online retailers. The interface design and personality aspects of a website are believed to have an impact on website stickiness. However, trust is believed to play a very crucial role in the relationship between the website’s characteristics and website stickiness. Focusing on first time encounters to a website, this study examined initial trust as a mediator for the relationship between website interface design (structure, content, graphic and social-cue design), website personality (sincerity, excitement, competence and sophistication) and website stickiness.