Online stores' credibility: the moderating role of customers' gender and self-efficacy

Authors:
Igor Garnik;Beata Basińska
Affiliations:
Gdańsk University of Technology, Gdańsk, Poland;Gdańsk University of Technology, Gdańsk, Poland
Venue:
Proceedings of the International Conference on Multimedia, Interaction, Design and Innovation
Year:
2013

Citing 3
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Abstract

The evaluation of online stores' credibility by customers in regard of gender and self-efficacy is presented. Two groups of attributes, usability and informational content, were characteristics of credibility. The survey involved students as representatives of the largest group of the Internet users. As shown by the results obtained, the informational content of online stores (such as recommendations) and its professionalism was valued higher by women than by men. The evaluation of credibility attributes was not affected by customers' self-efficacy. The moderating role of gender and self-efficacy was revealed in the evaluation of unprofessionalism. These results may be applied for designing the informational content of online stores.