The Effects of Website Content and Trust on Online Purchasing Intention of Agricultural Products

摘要

According to the literature review, positive website content and trust in internet shopping will increase internet purchasing intention. Meanwhile, trust in internet shopping may play the mediating role. Therefore, this study aimed to explore the relationship between website content, trust in internet shopping, and purchasing intention. The results acquired from the 321-questionnaire survey revealed that the importance of website content and trust in internet shopping were positively related to online purchasing intention. However, the moderating effect of trust in internet shopping was insignificant. The managerial suggestions were proposed in this study as well.