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

Provided by: Creative Commons
Topic: Developer
Format: PDF
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 paper 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.

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