Humanizing websites: Website personality for E-services


Ho, Jessica Sze Yin and Chew, Kok Wai and Khan @ Thandar Oo, Nasreen (2016) Humanizing websites: Website personality for E-services. In: 2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, pp. 621-625. ISBN 978-1-4673-8066-9

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Unlike physical services, e-services lack human interaction, which calls for them to be designed in a more human-like way. From the conventional marketing perspective, the concept of brand personality is used to explain the human characteristics associated with a brand. Regrettably, existing brand personality dimensions are context-specific and are often developed using physical products and services. This study advances the field of humanizing websites by identifying the set of website characteristics appropriate for e-services, specifically in terms of online banking services. Drawing from the interpersonal-relationship theory, this study further examines the relationship between website personality and how the customer relates to the website in terms of trust, commitment and satisfaction towards their online banking website services. In order to complete this investigation, 397 accounts of usable data have been gathered from online banking customers. A two-steps analysis using PCA and PLS-SEM resulted in the identification of three website personality dimensions that are unique to online banking services, with a varying degree of effect on customer trust, commitment and satisfaction.

Item Type: Book Section
Uncontrolled Keywords: e-services, humanizing website, trust-commitment theory, website personality
Subjects: T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101-6720 Telecommunication. Including telegraphy, telephone, radio, radar, television
Divisions: Faculty of Management (FOM)
Depositing User: Ms Rosnani Abd Wahab
Date Deposited: 14 Dec 2017 15:06
Last Modified: 14 Dec 2017 15:06


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