Online Website Cues Influencing the Purchase Intention of Generation Z Mediated by Trust

Mary Rani Thomas ., Kavya .V. ., Mary Monica .


The apparel industry has repeatedly faced the problem of the return of products due to the intangibility factor. This intangibility of feel and touch of the product has constantly been attributed to the trust factor. This research endeavor tries to study the influence of online website cues such as Product presentation and Perceived interactivity) whether they have a decisive impact on the purchase intention of generation Z mediated by the trust factor. The paper examines trust as a mediating factor from the gaps of previous literature who fail to consider trust in the light of a consumer behavior perspective, as trust is a vital factor under the given conditions of risk and uncertainty. Online shopping is an activity which involves primary interaction with computers and customers, which acts similar to the concept of having a salesman in a traditional store that influences the purchase intention. Therefore trust needs to acts as the salient salesman in the web world. In the current study, a web-based survey was administered to 2000 sample size equally distributed to male and female respondents who fall into the Generation z classification.Structural equation modeling was performed to analyze the data. Results confirmed that all the necessary cues considered for the study from extensive review have a substantial impact on purchase intention mediated by trust. Therefore, Marketers and decision makers of the online apparel website must cater to the contents of the website as these are important cues which influence the purchase intention of Generation Z.


Product presentation, Perceived interactivity, Trust and Generation Z.

Full Text:



Allen, C. (2000). Effective online merchandising techniques. Retrieved February 3, 2001.

Anderson, J. C., &Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two – step approach. Psychological bulletin, 103(3), 411.

Anderson, M., & Caumont, A. (2014). How social media is reshaping news. Pew Research Center, 9, 24.

Anon, (2017). [online] Available at: http://ttps:// market-in-India-2062.html

Baron, S., & Harris, K. (2008).Consumers as resource integrators. Journal of Marketing Management, 24 (1-2), 113-130.

Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of marketing, 69(4), 133-152.

Bucy, E. P. (2004). Interactivity in society: Locating an elusive concept. The information society, 20(5), 373-383.

Chen, S. C., & Dhillon, G. S. (2003).Interpreting dimensions of consumer trust in e-commerce. Information Technology and Management, 4(2), 303-318..

Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management science, 54(3), 477-491.

Chung, H., & Zhao, X. (2004). Effects of perceived interactivity on web site preference and memory: Role of personal motivation. Journal of Computer ‐ Mediated Communication, 10(1), 00-00.

Demangeot, C., & Broderick, A. J. (2006).Exploring the experiential intensity of online shopping environments. Qualitative Market Research: An International Journal, 9(4), 325-351.

Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78.

Elliot, S., & Fowell, S. (2000). Expectations versus reality: a snapshot of consumer experiences with Internet retailing. International journal of information management, 20(5), 323-336.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.

Erogul, S.A, Machleit, K. A. & Davis, L.M. (2001) Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.

Fang, Y. H., Chiu, C. M., & Wang, E. T. (2011). Understanding customers' satisfaction and repurchase intentions: An integration of IS success model, trust, and justice. Internet Research, 21(4), 479-503.

Fiore, A. M., & Jin, H. J. (2003). Influence of image interactivity on approach responses towards an online retailer. Internet Research, 13(1), 38-48.

Fiore, A. M., Jin, H. J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669-694.

Flavián, C., & Guinalíu, M. (2006). Consumer trust perceived security and privacy policy: three basic elements of loyalty to a website. Industrial Management & Data Systems, 106(5), 601-620..

Palfrey, J. & Gasser, U. (2008). Born digital-connecting with a global generation of digital natives. New York: Perseus.

Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737. doi: 10.1016/S0305-0483(00)00021-9

Gefen, David (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM Sigmis Database 33, no. 3, 38-53.

Ha, Y., Kwon, W. S., & Lennon, S. J. (2007). Online visual merchandising (VMD) of apparel websites. Journal of Fashion Marketing and Management: An International Journal, 11(4), 477-493

Heeter, C. (2000). Interactivity in the context of designed experiences. Journal of Interactive Advertising, 1(1), 3-14.

Hoffman, D. L., Novak, T. P., & Peralta, M. (1998). Building consumer trust in online environments: The case of information privacy (Project 2000). Owen Graduate School of Management, Vanderbilt University Working Paper.

Hsin Chang, H., & Wen Chen, S. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online information review, 32(6), 818-841.

Jee, J., & Lee, W. N. (2002). Antecedents and consequences of perceived interactivity: An exploratory study. Journal of interactive advertising, 3(1), 34-45.

Johnson, G. J., Bruner II, G. C., & Kumar, A. (2006). Interactivity and its facets revisited: Theory and empirical test. Journal of Advertising, 35(4), 35-52.

Kalyanaraman, S. (2003). Attitudes toward personalized content: An experimental investigation of the psychological effects of customized web portals.

KartRocket. (2017). Growth of eCommerce in India [Market Research 2017] - KartRocket. [online] Available at: [Accessed 21 Aug. 2017].

Keen, P., Ballance, G., Chan, S., & Schrump, S. (1999). Electronic commerce relationships: Trust by design. Prentice Hall PTR.

Kelleher, T. (2009). Conversational voice, communicated commitment, and public relations outcomes in interactive online communication. Journal of communication, 59(1), 172-188.

Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. New Jersey.

Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33-56.

Kim, J., Fiore, A. M., & Lee, H. H. (2007).Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer. Journal of retailing and Consumer Services, 14(2), 95-107.

Kim, M., & Lennon, S. J. (2000). Television shopping for apparel in the United States: Effects of perceived amount of information on perceived risks and purchase intentions. Family and Consumer Sciences Research Journal, 28(3), 301-331.

Kim, S. (2011). Web-interactivity dimensions and shopping experiential value. Journal of Internet Business, (9), 1.

Koo, D. M., &Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388.

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64.

Ku, L. (1992). Impacts of interactivity from computer-mediated communication in an organizational setting: a study of electronic mail.

Lee, Se-Jin, Wei-Na Lee, Hyojin Kim, and Patricia A. Stout. (2004). A comparison of objective characteristics and user perception of web sites. Journal of interactive advertising 4, no. 2, 61-75.

Lee, T. (2005).The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce. Journal of Electronic Commerce Research, 6(3), 165.

Li, H., Kuo, C., &Rusell, M. G. (1999).The impact of perceived channel utilities, shopping orientations, and demographics on the consumer's online buying behavior. Journal of Computer‐Mediated Communication, 5(2), 0-0.

Liu, Y., & Shrum, L. J. (2002). What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of advertising, 31(4), 53-64.

Luhmann, N. (2000). Familiarity, confidence, trust: Problems and alternatives. Trust: Making and breaking cooperative relations, 6, 94-107.

Macias, W. (2003).A preliminary structural equation model of comprehension and persuasion of interactive advertising brand websites. Journal of interactive advertising, 3(2), 36-48.

Mathwick, C. (2002). Understanding the online consumer: A typology of online relational norms and behavior. Journal of Interactive Marketing, 16(1), 40-55.

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.

McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of advertising, 31(3), 29-42.

Merrilees, B., & Fry, M. L. (2003). E-trust: the influence of perceived interactivity on e-retailing users. Marketing Intelligence & Planning, 21(2), 123-128.

Morgan, R. M., & Hunt, S. D. (1994).The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.

Morris, M., & Ogan, C. (1996). The Internet as mass medium. Journal of Computer‐Mediated Communication, 1(4), 0-0.

Nitse, P. S., Parker, K. R., Krumwiede, D., &Ottaway, T. (2004). The impact of color in the e-commerce marketing of fashions: an exploratory study. European Journal of Marketing, 38(7), 898-915.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.

Park, J., Lennon, S. J., &Stoel, L. (2005). On‐line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.

Park, M., & Lennon, S. J. (2009).Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal, 13(2), 149-160.

Park, M., & Park, J. (2009). Exploring the influences of perceived interactivity on consumers-shopping effectiveness. Journal of customer behavior, 8(4), 361-379.

Pires, G., Stanton, J., & Eckford, A. (2004). Influences on the perceived risk of purchasing online. Journal of Consumer Behaviour, 4(2), 118-131.

Prashar, S., Vijay, T. S., & Parsad, C. (2017). Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework. The Journal for Decision Makers, 42(1), 1–18.

Rowley, J. (1996). Retailing and shopping on the Internet. International Journal of Retail & Distribution Management, 24(3), 26-37.

Soiraya, B., Mingkhwan, A., & Haruechaiyasak, C. (2008, December). An analysis of visual and presentation factors influencing the design of E-commerce web sites. In Web Intelligence and Intelligent Agent Technology, 2008. WI-IAT'08. IEEE/WIC/ACM International Conference on (Vol. 3, pp. 525-528).IEEE.

Song, S. S., & Kim, M. (2012). Does more mean better? An examination of visual product presentation in e-retailing. Journal of Electronic Commerce Research, 13(4), 345.

Steuer, J. (1992). Defining virtual reality: Dimensions determining tele-presence. Journal of communication, 42(4), 73-93.

Sundar, S. S., & Kim, J. (2005). Interactivity and persuasion: Influencing attitudes with information and involvement. Journal of interactive advertising, 5(2), 5-18.

Sundar, S. S., Knobloch‐Westerwick, S., & Hastall, M. R. (2007). News cues: Information scent and cognitive heuristics. Journal of the Association for Information Science and Technology, 58(3), 366-378.

Sundar, S. S., Oh, J., Bellur, S., Jia, H., & Kim, H. S. (2012, May). Interactivity as self-expression: a field experiment with customization and blogging. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 395-404). ACM.

Tangmanee, C., & Rawsena, C. (2016). Direct and Indirect Effects of Perceived Risk and Website Reputation on Purchase Intention: A Mediating Role of Online Trust. International Journal of Research in Business and Social Science, 5(6), 1.

Then, N. K., & DeLong, M. R. (1999). Apparel shopping on the web. Journal of Family and Consumer Sciences, 91(3), 65.

Weisberg, J., Te'eni, D., &Arman, L. (2011). Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust. Internet research, 21(1), 82-96

Williams, K. C., Page, R. A., Petrosky, A. R., & Hernandez, E. H. (2010). Multi-generational marketing: Descriptions, characteristics, lifestyles, and attitudes. The Journal of Applied Business and Economics, 11(2), 21.

Won Jeong, S., Fiore, A. M., Niehm, L. S., & Lorenz, F. O. (2009). The role of experiential value in online shopping: The impacts of product presentation on consumer responses towards an apparel web site. Internet Research, 19(1), 105-124.

Wu, G. (2005). The mediating role of perceived interactivity in the effect of actual interactivity on attitude toward the website. Journal of Interactive advertising, 5(2), 29-39.

Wu, G. M. (2000). The role of perceived interactivity in interactive ad processing. The University of Texas at Austin.

Yoo, J., & Kim, M. (2012). Online product presentation: the effect of product coordination and a model's face. Journal of Research in Interactive Marketing, 6(1), 59-72.

Yoo, W. S., Lee, Y., & Park, J. (2010). The role of interactivity in e-tailing: Creating value and increasing satisfaction. Journal of retailing and consumer services, 17(2), 89-96...

Zhou, T. (2011). An empirical examination of users' post-adoption behavior of mobile services. Behaviour & Information Technology, 30(2), 241-250.


  • There are currently no refbacks.

Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),,

Copyrights © 2010-2020 - ERM Publications, India     

This work is licensed under