The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site

Purchasing through virtual market is different from the process that takes place in the traditional market. In this market, things are less tangible and more threatening. Therefore, trust becomes crucial and it is established in a different way. This study examined the effect of testimonials on the...

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Autores principales:	Spillinger,Avishag, Parush,Avi
Lenguaje:	English
Publicado:	Universidad de Talca 2012
Materias:	Trust Electronic commerce Purchase intention Testimonials Product price Product touch level
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000100005
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spelling	oai:scielo:S0718-187620120001000052018-10-12The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web SiteSpillinger,AvishagParush,Avi Trust Electronic commerce Purchase intention Testimonials Product price Product touch level Purchasing through virtual market is different from the process that takes place in the traditional market. In this market, things are less tangible and more threatening. Therefore, trust becomes crucial and it is established in a different way. This study examined the effect of testimonials on the level of trust in e-commerce. It also examined the impact of product touch level and price on the effect of testimonials. Two mock e-commerce sites were used, one with testimonials and the other without. The experimental approach simulated a complete shopping process with students whose age was between 21 and 30, on a fully functional website, with subjective and objective behavioral measures. The subjective measures were based on two questions that participants were asked along the experiment. The objective measures consisted of metrics such as navigation patterns in the site, number of products in the shopping cart, and readiness to enter credit card number. The presence of testimonials had a greater impact on users with little internet-based shopping experience, was associated with increased trust, and was more significantly pronounced for price than for product touch level. In addition, the results showed that a decreased level of trust was associated with higher prices. The impact of testimonials is accounted for in terms of history sharing and building an online community.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.7 n.1 20122012-04-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000100005en10.4067/S0718-18762012000100005
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Trust Electronic commerce Purchase intention Testimonials Product price Product touch level
spellingShingle	Trust Electronic commerce Purchase intention Testimonials Product price Product touch level Spillinger,Avishag Parush,Avi The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site
description	Purchasing through virtual market is different from the process that takes place in the traditional market. In this market, things are less tangible and more threatening. Therefore, trust becomes crucial and it is established in a different way. This study examined the effect of testimonials on the level of trust in e-commerce. It also examined the impact of product touch level and price on the effect of testimonials. Two mock e-commerce sites were used, one with testimonials and the other without. The experimental approach simulated a complete shopping process with students whose age was between 21 and 30, on a fully functional website, with subjective and objective behavioral measures. The subjective measures were based on two questions that participants were asked along the experiment. The objective measures consisted of metrics such as navigation patterns in the site, number of products in the shopping cart, and readiness to enter credit card number. The presence of testimonials had a greater impact on users with little internet-based shopping experience, was associated with increased trust, and was more significantly pronounced for price than for product touch level. In addition, the results showed that a decreased level of trust was associated with higher prices. The impact of testimonials is accounted for in terms of history sharing and building an online community.
author	Spillinger,Avishag Parush,Avi
author_facet	Spillinger,Avishag Parush,Avi
author_sort	Spillinger,Avishag
title	The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site
title_short	The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site
title_full	The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site
title_fullStr	The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site
title_full_unstemmed	The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site
title_sort	impact of testimonials on purchase intentions in a mock e-commerce web site
publisher	Universidad de Talca
publishDate	2012
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000100005
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The Impact of Testimonials on Purchase Intentions in a Mock E-commerce Web Site

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