Online Stores’ Credibility: the Moderating Role of Customers’ Gender and Self-efficacy

Abstract

The evaluation of online stores’ credibility by customers in regard of gender and self-efficacy has been dealt with. Two groups of attributes, usability and informational content, were characteristics of credibility. The survey embraced students as representatives of the largest group of the Internet users. As shown by the results obtained, the informational content of online stores (such as recommendations) and its professionalism was valued higher by women than by men. The evaluation of credibility attributes was not affected by customers’ self-efficacy. The moderating role of gender and self-efficacy was revealed in the evaluation of unprofessionalism. These results may be applied for designing the informational content of online stores.