Luo, J.T.; McGoldrick, Peter; Beatty, Susan; Keeling, … - In: Journal of Services Marketing 20 (2006) 2, pp. 112-124
Purpose – Previous research has focused on how trustworthiness can be evoked by the physical design of on‐screen characters (OSCs) within the e‐commerce interface. The purpose of this study is to investigate whether or not the OSCs representation, along with user differences, influence,...