Informational Dimensions of a Commerce Site

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Informational dimension of a commerce site indicate the information that is accessible to the customer in the site (Rahimnia and Hassanzadeh, 2013). The utmost advantage of shopping online is customer is able to receive the most recent, accurate, and helpful information in order to evaluate products or services in the most efficient and convenient way, as compared to traditional shopping (Lin, 2007). (Chiu, Hsieh, and Kao 2005) suggest that quality of information on a website helps customers to evaluate both important aspects as well as attributes concerning products and assist online retailers to communicate innovative, customized, valuable and integrated products to customers. (Bai, Law and Wen, 2008) study identifies the effect of website quality (includes information) on customer satisfaction. 300 questionnaires were distributed in three 3-5 stars hotels in Shanghai.180 questionnaires were completed and were used for analysis. The result of their study found that information quality of the website positively influence customer satisfaction toward online shopping. Another research (Kim et al.,2012) supported the findings of Bai et al.(2008) as the finding suggests that information quality has a positive indirect impact on customer satisfaction in online shopping context. Kim and Stoel (2004)examined the site quality dimensions for apparel retailers in order to find which dimensions of site quality were important predictors of consumer satisfaction. Their results suggest that three dimensions of website were important predictor for online customer satisfaction, the dimensions ar: informational fit-to-task, response time and transaction capability. Other studies Szymanski and Hise (2000) suggest that product related information and site design are crucial for making customer experience satisfying. This means that higher the information provided by the online sites, higher will be the customer satisfaction.

A research (Flavián, Guinalíu and Gurrea, 2006) on website loyalty shows that as levels of customer satisfaction improves, trust toward website also improves. We can conclude by this study that satisfaction and trust are directly positively impact with each other. This means that if customers are satisfied with the information provided in the site they will tend to trust the information provider, hence develop a trust toward website.

Customers are purchasing good and service online (Kim et al., 2011), however, even though the amount of Internet consumers has increased, many consumers do not shop online because they hesitate to give transactional and private information for payments the reason being is that they do not trust e-commerce (Kim et al., 2008, 2011). E commerce company can built trust of the customers by improving the content of information provided as Keen et al.(2000) and Fung and Lee (1999) suggest that information quality should be an significant trust-building tool in online interactions. Information quality includes positive information characters such as accurateness; it should affect trust reliability in the exchange provider. Similarly, people trust a presenter more who gives reliable or truthful information (Giffin, 1967).

Ponte, Trujillo and Rodríguez (2014) results suggest that the main antecedents of trust are relevance, information quality and security. Accordingly, consumers' perceived trust is governed by the quality of the information and security perceived by customers. Hence, greater the buyers' perception of the information quality provided, the greater will be the buyers’ trust in that website. The result of this study also showed that quality of information is the strongest predictor of customer trust. Therefore, it is important of companies to provide all relevant information to their customer in the site.

Other researches (Kim, Kim and Park, 2010; Rahimnia and Hassanzadeh, 2013) shows that higher the quality of information provided in the site, higher will be the trust on the site. Therefore, it is important for the companies to provide enough information in their sites as it will leads toward trust on the site. However, a research was conducted by Hong and Kim (2011) on segmenting the customer on factor influence their purchase intention in online context. They incorporated the result of clustering of SOM (self-organized map) with the k-means algorithm into one single model. They trust as a mediating factor between information system, service quality, and system quality and purchase intension. The result of their study found that service quality, system quality and customer trust are significant for customer to purchase online where as information is not an important factor to effect purchase intension as it did not affect trust. Therefore, their study rejected the influence of information system (which is major part of information quality) on trust because products in online stores are usually standardized for ease in dealing with customers so because of standardization of product customers do not need information about product and they trust online site irrespective to any additional information provided by site.

The reason for difference in results in study by Kim, Kim and Park (2010) and Hong and Kim (2011) is because Kim et al(2010) study used different products that are: accessories and clothing for research because these product were the most sold products in social commerce sites whereas, Hong study used one standardized product for research because there research was based on segmenting the customer according to factor that influence purchase intension. As there is more product variety customer tend to seek more information related to it whereas, if product are standardized customer does not require more information because as said earlier standardized product do not require much information to trust the website.

By reviewing the previous researches on informational dimension of website we come up with a conclusion that information on website plays an important role in developing trust toward e-retailer, thus, we can say that if a website provides more information in their site, customer will be able to develop trust on the site more easily. Therefore, in the light of previous researches, that are mostly in favor with positive relation of informational dimension with trust, we can propose following hypothesis:

H1. The informational dimensions of social commerce site will positively influence trust on social commerce site.

The design dimensions of website refer to how customers access website information (Rossan et al., 2008). Information Design is the logical and organized representation of information in the site (Egger, 2001). A study (Hernández et al., 2009) identifies the major factors that must be looked before designing a commercial website. The results of the study show that information provided on the website must be up-to-date, precise, informative, and relevant to the requirements of customer.

Luna-Nevarez and Hyman (2012) examines website content of top global destinations. They analyze six factors used in destination website to attract customers these are: textual information, navigation and interactivity, social media usage, advertising, visual and presentation style. The finding of their study suggests that different destination websites use different factor in order to target their customers

Customers can identify important and relevant information easily and quickly if the website use interactive features and has good design this helps in making information more functional (Rahimnia and Hassanzadeh, 2013). Other researches (Chakraborty, Srivastava and Warren,2005; McKnight, Choudhury and Kacmar, 2002) suggest that higher interactivity will generally results in customer more satisfying with website experience, and hence leads to website success. The design content of a website is a crucial factor that leads to increasing customer satisfaction (Kim and Stoel, 2004; Lee, Love and Han, 2008) as the user visiting the website will feel secure and comfortable in the website because of the content provided, therefore, it will increase the chance of that customer will buy from it hence complete the transaction (Hernández et al., 2009).

Kim and Moon (1998) explore the impact visual characteristics of a website by manipulating items (color and clip arts) in the design of website of online banking. The result of the study identifies that an outlook without a clipart develop the feelings of untrustworthiness in the customers, whereas, a layout with 3D, dynamic clipart improves the feelings of trustworthiness in the customer towards the banking system. The results also determine that the color layout of the site is important to enhance trust of customer toward online banking. low bright color lead to high perception of trustworthiness were as while bright color results in decrease of trustworthiness.

In Davis (1989) technology acceptance model perceived ease of use of a particular technology is one of the important variables. Perceived ease of use in the perspective of electronic services refers to navigation structure of the electronic channel that includes site maps, search functions, product indices, and the general design of the websites (Lohse & Spiller, 1998). If the website provides information in a good way it will help e-retailer to make use of website simple for the user hence, develop perceived ease of use for their customer as they will be able to access relevant information easily.

Grabner-Kraeuter (2002) determines that efficient navigation is one of the effective ways to develop trust in the online trade environment. Several empirical studies ( Koufaris and Hampton-Sosa, 2004; Bart, Shankar, Sultan and Urban, 2005; Flavian, Guinaliu, & Gurrea, 2006; Chen, 2006) argue that perceived ease of use is an important factor in developing trust of the user toward the website.

Bart et al.(2005) study the antecedents of trust in various types of sites. The results of their study predict that e-retailer websites that have easily usable features and ability to quickly direct user to what they are looking can easily achieve the trust of their clients. Chau et al. (2007) suggest that the navigating and ease of use in a website influences trust of consumers significantly in the electronic retailer, especially during the primary encounter. Flavian et al. (2006) predict that low usability may incur technical errors, which can develop feeling of distrust in a customer and can discourage them to engage in online exchanges in future.

As customers expect website to be error free (Bart et al., 2005), they are probable to trust those websites that contain information that is complete, recent, and accurate (Kim et al.,2005) and use grammar, spelling, and syntax correctly (Koehn, 2003). A study (Liao, Palvia, and Lin,2006) supports the result of Kim et al (2005) as the results suggest that content quality (complete, recent, and accurate information) lead to increase the trust of customer toward the site.As the customers are not in the able to feel the item physically in online shopping, they need comprehensive and clear information for making purchase decision.

According to the study (McKnight, Choudhury and Kacmar, 2002) system quality and information both plays an important role that helps in developing trust of customer toward the website. Previous researches (Corbitt, Thanasankit and Yi, 2003; Guo and Salvendy, 2009) has predicted that customer who perceive higher quality level in a website appear to have a higher trust level toward the site. A study by Rahimnia and Hassanzadeh (2013) confirm the previous researches as the result of their study determines that design dimension of website will lead to increase in trust toward the websites.

Our study will focus on three factors of design dimension: search function, secure content and presentation. The search function permits the customer to easily access the relevant information, secure content one of the web characteristic that important for the customer when ordering or tracking product through online purchase, Presentation is visual appearance or overall attractiveness of the site (Rahimnia and Hassanzadeh, 2013).

Be analyzing the previous researches we have come up with the following hypothesis:

H2. The design dimensions of social commerce site will positively influence trust on social commerce site.


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