Influence of Website cues with the mediating effect of E-Trust on the relationship among Perceived Interactivity, Visual Product Presentation and Intention to Purchase

(with reference to Generation Z)

Abstract

The clothing industry has repetitively faced the difficulty of the revisit of products due to the imperceptibility factor. This imperceptibility of sense and handle of the product has continuously been accredited to the e-trust aspect. This study attempted to research the persuade of e-website cues like Visual Product presentation and Perceived interactivity whether they contain a significant collision on the intention to purchase of generation Z interceded by the e-trust aspect. The article observes e- trust as a mediating factor commencing the gap of preceding literature who fails to believe in the glow of a customer actions perception, as e-trust is a essential factor underneath the particular circumstances of hazard and insecurity. E- Shopping is an action which engages primary communication with processor and consumers, which acts comparable to the idea of comprising a salesman in a usual store with the intention to purchase. Hence e- trust wants to perform as the relevant salesman in the net world. In the present research paper, a web-based study was directed to 362 sample size uniformly dispersed to male and female respondents who descend into the Generation z categorization. SEM was executed to evaluate the data. Outcome definite to all the compulsory cues measured for the research from wide review contain a significant impact on intention to purchase mediated by e-trust. Hence, Marketers and retailers of the online clothing website necessity cater toward the contents of the webpage because these are significant cues which persuade the intention to purchase of Generation Z.