The Effects of Trustworthiness and Website Atmosphere on Trust, Image, and Stickiness

Abstract

We performed a study to examine the influences that trustworthiness of Internet shopping vendor, website atmosphere, customer trust, image, and stickiness. Appropriate measures were developed with previous studies and tested on 276 respondents who have experienced Internet shopping in east cities of China. The results confirmed that trustworthiness of Internet shopping vendor and website atmosphere have a positive impact on customer trust and image, and that have a positive indirect impact on stickiness. Furthermore, customer trust positively influences website image and stickiness. Website image is strongly associated with stickiness Thus, marketers should focus on trustworthiness of Internet shopping vendor and website atmosphere to enhance stickiness.