El papel moderador del sexo en la relación de las características del sitio web y la satisfacción con la confianza del comprador on-line
- Pindado García, Julio (coord.)
- Payne, Gregory (coord.)
Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-556-1
Year of publication: 2008
Volume Title: Comunicaciones
Volume: 2
Pages: 26
Congress: Asociación Europea de Dirección y Economía de Empresa. Congreso Nacional (22. 2008. Salamanca)
Type: Conference paper
Abstract
Internet has meant a radical change in trade relations, especially in consumer buying habits. Considering the peculiar characteristics of online shopping in an online context is possibly more difficult to achieve than in an offline context. In this paper authors suggest a model that reflects the role that web site characteristics and consumer level of satisfaction play as determinant factors of trust in the web site. Concretely, authors consider the moderating effect of gender on the relationships of certain signals of quality and satisfaction with trust. Hypotheses were tested using information from Spanish online buyers. Results show interesting implications both for the academic and professional world.
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