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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.
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- Category:
- Conference activity
- Type:
- publikacja w wydawnictwie zbiorowym recenzowanym (także w materiałach konferencyjnych)
- Title of issue:
- Proceedings of the International Conference on Multimedia, Interaction, Design and Innovation
- Language:
- English
- Publication year:
- 2013
- Bibliographic description:
- Garnik I., Basińska B.: Online stores' credibility: the moderating role of customers' gender and self-efficacy// Proceedings of the International Conference on Multimedia, Interaction, Design and Innovation/ ed. Krzysztof Marasek, Marcin Sikorski New York: ACM, 2013,
- Verified by:
- Gdańsk University of Technology
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