Start Date
12-13-2015
Description
Trust is an important factor for improving e-commerce purchase intention. Nonetheless, the study of information technology (IT) artifact design and evaluation as a direct predictor to trust still remains at a preliminary stage. This research attempts to suggest and examine a model of cognitive and emotional trust in human image as one type of IT artifact. Referring to the similarity-attraction theory, we develop a research model. The model depicts that customer’s purchase intention is influenced by two dimensions of web interactivity, namely active control and reciprocal communication, which is mediated by a newly proposed construct, called perceived human image appeal similarity (PHIAS). This novel construct also helps to improve the formation of cognitive trust, emotional trust and eventually customer’s purchase intention. We plan to conduct an empirical study to test the hypotheses.
Recommended Citation
Jiang, Lianlian and Sun, Heshan, "Exploring human image appeal similarity in website design" (2015). ICIS 2015 Proceedings. 10.
https://aisel.aisnet.org/icis2015/proceedings/HCI/10
Exploring human image appeal similarity in website design
Trust is an important factor for improving e-commerce purchase intention. Nonetheless, the study of information technology (IT) artifact design and evaluation as a direct predictor to trust still remains at a preliminary stage. This research attempts to suggest and examine a model of cognitive and emotional trust in human image as one type of IT artifact. Referring to the similarity-attraction theory, we develop a research model. The model depicts that customer’s purchase intention is influenced by two dimensions of web interactivity, namely active control and reciprocal communication, which is mediated by a newly proposed construct, called perceived human image appeal similarity (PHIAS). This novel construct also helps to improve the formation of cognitive trust, emotional trust and eventually customer’s purchase intention. We plan to conduct an empirical study to test the hypotheses.