Title: Online revenue enhancement: a study of website design impact on customer trust

Authors: Fu-Yann Duh, Linda Hu, Jen S. Shang, Tai-Hwa Chow

Addresses: Institute of International Business, National Cheng Kung University, Tainan, Taiwan, Taiwan, ROC. ' Institute of International Business, National Cheng Kung University, Tainan, Taiwan, Taiwan, ROC. ' The Joseph M. Katz Graduate School of Business, University of Pittsburgh, Pittsburgh, PA 15260, USA. ' Department of Business Administration, National Sun Yat-sen University, Koahsiung, Taiwan, Taiwan, ROC

Abstract: This research examines the website design factors that influence the trust in online bookstores. The success of an online store to a great extent depends upon the credibility of its website. The survey results show that security, interaction, and navigation functionality are design constructs that have a bearing on site credibility. Design factors that are controllable by the internet marketers are focused on and integrated into one analysis framework. The knowledge gained in this study concerning online trust helps to advance e-marketer|s web presentation and functions, to increase online customers| commitment, and thus to improve firm|s revenues.

Keywords: interaction; navigation functionality; online trust; revenue management; security; website design; online revenue enhancement; customer trust; online bookstores; site credibility.

DOI: 10.1504/IJRM.2007.015521

International Journal of Revenue Management, 2007 Vol.1 No.3, pp.293 - 313

Published online: 23 Oct 2007 *

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