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Volume 10
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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 of the Universidad de Talca.
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Article

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

by
Tamilla Mavlanova
1,
Raquel Benbunan-Fich
2,
Marios Koufaris
2 and
Guido Lang
3
1
University of Connecticut, School of Business, Department of Operations and Information Management, Stamford, CT, USA
2
Baruch College, CUNY, Zicklin School of Business, Department of Statistics and Computer Information Systems, New York, NY, USA
3
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
Submission received: 9 July 2013 / Accepted: 2 January 2014 / Published: 1 January 2015
Versions Notes

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

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MDPI and ACS Style

Mavlanova, T.; Benbunan-Fich, R.; Koufaris, M.; Lang, G. The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets. J. Theor. Appl. Electron. Commer. Res. 2015, 10, 19-34. https://doi.org/10.4067/S0718-18762015000100003

AMA Style

Mavlanova T, Benbunan-Fich R, Koufaris M, Lang G. The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets. Journal of Theoretical and Applied Electronic Commerce Research. 2015; 10(1):19-34. https://doi.org/10.4067/S0718-18762015000100003

Chicago/Turabian Style

Mavlanova, Tamilla, Raquel Benbunan-Fich, Marios Koufaris, and Guido Lang. 2015. "The Effect of Positive and Negative Signals on Perceived Deceptiveness of Websites in Online Markets" Journal of Theoretical and Applied Electronic Commerce Research 10, no. 1: 19-34. https://doi.org/10.4067/S0718-18762015000100003

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