The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets

Tamilla Mavlanova; Raquel Benbunan-Fich; Marios Koufaris; Guido Lang

doi:10.4067/S0718-18762015000100003

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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering, University of Talca.

Article

1 January 2015

The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets

and

University of Connecticut, School of Business, Department of Operations and Information Management, Stamford, CT, USA

Baruch College, CUNY, Zicklin School of Business, Department of Statistics and Computer Information Systems, New York, NY, USA

Quinnipiac University, Department of Computer Information Systems, Hamden, CT, USA

J. Theor. Appl. Electron. Commer. Res.2015, 10(1), 19-34;https://doi.org/10.4067/S0718-18762015000100003

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Abstract

This study extends the understanding of signaling in online shopping environments by evaluating the effect of positive and negative signals on perceptions of online buyers. Drawing from signaling theory, this study proposes and empirically tests a model for conceptualizing the influence of website signals on perceived deceptiveness and purchase intentions. The results support the assertions of the model and indicate that the online buyers’ perceptions of website deceptiveness and purchase intentions are mainly influenced by website content, website amateurism and website physical presence, whereas human presence is not significant.

Keywords:

Signaling theory; Website signals; Deception; E-commerce; Purchase intentions

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