Abstract
This study aims to identify how the perception of trustworthiness and website atmosphere influences customer trust and website image to enhance stickiness, as well as the extent to which gender moderates the relationships between the constructs. Appropriate measures were developed and tested on 203 respondents in east provinces in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by structural equation modeling (SEM) using AMOS 18.0. The results confirmed that trustworthiness and website atmosphere have positive impacts on customer trust and website image. Customer trust and website image have positive impacts on stickiness. Meanwhile, the moderating effects of gender in the relationships between trustworthiness, website atmosphere and customer trust are significant. Thus, the managers should focus on trustworthiness and website atmosphere to improve stickiness through customer trust and website image.
Published Version
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