The Effects of Website Content and Trust on Online Purchasing Intention of Agricultural Products
- 10.2991/aebmr.k.200626.062How to use a DOI?
- Website Content, Trust in Internet Shopping, Online Purchasing Intention
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.
- © 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 - 10.2991/aebmr.k.200626.062 ID - Chen2020 ER -