Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR

The Effects of Website Content and Trust on Online Purchasing Intention of Agricultural Products

Authors
Yi-Chang Chen, Hui-Ho Lee
Corresponding Author
Yi-Chang Chen
Available Online 29 June 2020.
DOI
https://doi.org/10.2991/aebmr.k.200626.062How to use a DOI?
Keywords
Website Content, Trust in Internet Shopping, Online Purchasing Intention
Abstract

According to the literature review, positive website content and trust in internet shopping will increase internet purchasing intention. Meanwhile, trust in internet shopping may play the mediating role. Therefore, this study aimed to explore the relationship between website content, trust in internet shopping, and purchasing intention. The results acquired from the 321-questionnaire survey revealed that the importance of website content and trust in internet shopping were positively related to online purchasing intention. However, the moderating effect of trust in internet shopping was insignificant. The managerial suggestions were proposed in this study as well.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
Series
Advances in Economics, Business and Management Research
Publication Date
29 June 2020
ISBN
10.2991/aebmr.k.200626.062
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200626.062How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Yi-Chang Chen
AU  - Hui-Ho Lee
PY  - 2020
DA  - 2020/06/29
TI  - The Effects of Website Content and Trust on Online Purchasing Intention of Agricultural Products
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 361
EP  - 367
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.062
DO  - https://doi.org/10.2991/aebmr.k.200626.062
ID  - Chen2020
ER  -