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

DOI

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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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  -