Humanizing websites: Website personality for E-services

Jessica Sze Yin Ho; Kok-Wai Chew; Nasreen Khan

doi:10.1109/IEEM.2015.7385722

Humanizing websites: Website personality for E-services

Jessica Sze Yin Ho, Kok-Wai Chew, Nasreen Khan

School of Social Sciences

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

3 Citations (Scopus)

Abstract

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.

Original language	English
Title of host publication	2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)
Publisher	IEEE
Pages	621-625
Number of pages	5
ISBN (Electronic)	9781467380669
DOIs	https://doi.org/10.1109/IEEM.2015.7385722
Publication status	Published - 21 Jan 2016
Event	2015 IEEE International Conference on Industrial Engineering and Engineering Management - Singapore, Singapore Duration: 6 Dec 2015 → 9 Dec 2015

Conference

Conference	2015 IEEE International Conference on Industrial Engineering and Engineering Management
Abbreviated title	IEEM 2015
Country/Territory	Singapore
City	Singapore
Period	6/12/15 → 9/12/15

Keywords

e-services
humanizing website
trust-commitment theory
website personality

ASJC Scopus subject areas

Business, Management and Accounting (miscellaneous)
Industrial and Manufacturing Engineering
Safety, Risk, Reliability and Quality

Access to Document

10.1109/IEEM.2015.7385722

Cite this

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title = "Humanizing websites: Website personality for E-services",

abstract = "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.",

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booktitle = "2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM)",

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Ho, JSY, Chew, K-W & Khan, N 2016, Humanizing websites: Website personality for E-services. in 2015 IEEE International Conference on Industrial Engineering and Engineering Management (IEEM). IEEE, pp. 621-625, 2015 IEEE International Conference on Industrial Engineering and Engineering Management, Singapore, Singapore, 6/12/15. https://doi.org/10.1109/IEEM.2015.7385722

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AU - Chew, Kok-Wai

AU - Khan, Nasreen

PY - 2016/1/21

Y1 - 2016/1/21

N2 - 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.

AB - 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.

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KW - humanizing website

KW - trust-commitment theory

KW - website personality

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ER -

Humanizing websites: Website personality for E-services

Abstract

Conference

Keywords

ASJC Scopus subject areas

Access to Document

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Cite this