Human Computer Interaction


This study extends the understanding of signaling in online shopping environments by evaluating website signal perceptionsof online buyers. Drawing from signaling theory, this study proposes and empirically tests a model for conceptualizing theinfluence of website signal perceptions on perceived trust, perceived deception and purchase intentions. Experimental resultssupport the assertions of the model and indicate that the online buyers’ perceptions and purchase intentions are mainlyinfluenced by website content and website physical presence, whereas human presence and website policy credibility are lesssignificant. In addition, there is evidence that signal perceptions change depending on the quality of online sellers. Whendealing with low-quality online sellers, online buyers are concerned with physical and human presence. When evaluatinghigh-quality sellers, online buyers are concerned with website amateurism.