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PII: S0378-7206(13)00031-1
DOI: http://dx.doi.org/doi:10.1016/j.im.2013.04.003
Reference: INFMAN 2625
Please cite this article as: F. Rahimnia, J.F. Hassanzadeh, The impact of
website content dimension and e-trust on e-marketing effectiveness: The case of
Iranian commercial saffron corporations, Information & Management (2013),
http://dx.doi.org/10.1016/j.im.2013.04.003
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The impact of website content dimension and e-trust on e-marketing
effectiveness:
The case of Iranian commercial saffron corporations
Fariborz Rahimnia*
Associate Professor of Management, Faculty of Economics and Administrative Sciences,
Ferdowsi University of Mashhad, Iran.
(r-nia@ferdowsi.um.ac.ir)
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Jaleh Farzaneh Hassanzadeh
Phd student, Management, University of Sistan and Balouchestan, Iran.
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Abstract:
By considering the problems which commercial saffron companies have faced in international markets,
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the aim of this study is to investigate the impact of website content including informational and design
dimensions on the effectiveness of e-marketing and e-trust as mediator variables. These aspects are
examined with reference to sales and marketing division managers in a sample of 100 commercial
saffron corporations in the Khorasan province. The findings support the idea that website content has
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an effect on e-marketing and e-trust, and that e-trust plays a mediating role in the relationship between
e-trust and e-marketing effectiveness.
Keywords: website content, website informational dimension, website design dimension, e-trust, e-
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marketing effectiveness.
1. Introduction
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behaviours that is similar to the shift that arose during the Industrial Revolution[15].
Internet marketing entails using the Internet to provide information, to communicate
and to conduct transactions. The Internet is a ubiquitous information platform, which
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allows internal and external customers to reduce costs for both firms and end
users[39]. It allows different businesses to enter the global market, and provides
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through improved communication among different social groups, and finally improve
customer services and customer-corporation relations. Therefore, most firms have
started developing marketing strategies for the web[8].
The Internet increasingly makes the marketing function responsible for supply
management. The customer becomes the starting point for marketing activities for
multiple reasons. Customers have increasingly diverse needs, and can influence each
other in terms of what to buy, when to buy and how much to buy[38]. Thus, the
customer is a very powerful and important factor in web-based markets.
To enter and become successful in e-marketing, building a suitable website is
a necessity. This is why many organizations have created a website to communicate
with their existing customers and attract new ones. Iranian saffron companies face
challenges in foreign markets, such as forming a brand and introducing it to foreign
markets, allocating enough budget to market research and marketing activities in
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order to develop consumption markets and recognize consumer needs, the selling of
counterfeit “Iranian” saffron, and above all prime foreign competitors use from
information system which can decrease their costs especially for market research
[2,3,16]. Therefore, e-marketing is very useful for Iranian commercial saffron
companies. Thus, this research investigates the effect of website content dimensions
on e-marketing effectiveness via e-trust in commercial saffron corporations.
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2. Literature review
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A website is an information resource on the World Wide Web [28]. Most
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companies have recently made great efforts to utilize the Internet in expanding their
business. Website content, naturally, has therefore become one of the primary and
crucial issues for companies that want to maximize profits by promoting their services
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or products in a competitive and limited market.
Customer satisfaction and website content are closely related. A study on
consumers’ preferences with regards to shopping on the Internet indicated that the
content of a website affects consumers’ shopping patterns [26]. Therefore, consumers’
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perceptions about Internet retailers are mainly built upon their interactions with the
retailers’ websites[18]. The importance of commercial website content is a key issue
which is examined in this study.
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A formal definition of “content preparation” was first suggested by Proctor et
al.[36]. It includes aspects such as what information needs to be selected, how
information should be stored and organized, how information can be retrieved and
how information should be displayed. This study considers what information is
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it should present clear and related information, because customers will be able to
compare information value has been delivered via different media [22].
Only a handful of studies in academic literature have looked specifically at
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corporate website issues. Palmer [37] used student samples to evaluate corporate
websites from Fortune 1000 companies. His results indicated that website success is
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to past research studies about website content. The survey aimed to examine the
significant content factors of e-business websites. The results of the study indicated
that these factors, in order of importance, are security content, quality content, service
content, appearance description, contact information, aid function, customized
function, search function and product.
Hernandez et al.[21] analyzed the main factors that must be taken into account
when designing a commercial website. Their results determined that the information
provided on the website must be accurate, informative, up-to-date and relevant to
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customers’ requirements.
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Lee et al.[29] evaluated the quality factors of trade show websites. Four
factors (system quality, information quality, service quality and relationship quality)
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were assessed by measuring their impact on attendees satisfaction with the trade show
website. The results determined four content items related to overall user satisfaction.
Halpern and Regmi. [19] examined the 451 European airport website content.
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Their results showed that content of passenger services and information has the
greatest presence. Furthermore, there are some significant differences in website
content between airports. Also, Luna-Nevarez and Hyman.[31] explained content
websites for top global destinations . They investigated six factors (navigation and
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interactivity, visual and presentation style, textual information , use of social media ,
use of advertising ). Their findings revealed that destinations use different approaches
to target potential visitors.
Based on the above literature review, in this research, website content has
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been divided into two dimensions, informational and design. This is useful because a
website which has an inappropriate design cannot provide useful information for
users, and therefore will lose them. In addition, websites which present a lot of
information without paying attention to organization are not considered user-friendly.
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2.2 Design dimension
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Good design and use of interactive features in a website helps users to identify
relevant information quickly and easily, thereby making information more usable.
Many researchers have found empirical support for the notion that more interactivity
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usually results in a more satisfying website experience, and thus website success[7,
33]. Palmer [37] found interactivity and navigation to have a significant association
with the success of corporate websites. In a study based on two types of storefront
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designs (thematic/non-thematic), it was found that consumers reacted more positively
to web-based stores that used a thematic and picture-based store design, compared to
web-based stores that used a non-thematic and text-based store design.
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2.3 E-trust
and sellers. Palvia [38] believes that trust is a vital factor in company performance
and profitability. In fact, although trust is a cornerstone of strategic relationship
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company websites:
Ability: the ability of the company to satisfy customer demands.
Integrity: the honesty and reputation of the company.
Predictability: customers’ beliefs that the company will adhere to the promised
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One of the merits of the Internet is that it provides an efficient means for
increasing company marketing activities. However, attention should be paid to the
effectiveness of the Internet in relation to an organization’s achievement of short- and
long-term goals, and its recognition of strategic shareholders (customers, managers,
proprietors, etc.) and satisfaction of their desires [45]. In addition, e-marketing
effectiveness is consists of an increase in e-loyalty, company share in customer’s
wallet and customer’s attraction[42].
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With regards to the importance of increasing the number of customers and
becoming more customer-oriented in a market environment, it can be said that
customers are very important strategic shareholders for companies, and that marketing
also needs to satisfy them. In this study, effective e-marketing relates to the ability of
a company website to meet the demands and needs of managers from a marketing
point of view. These days, online buying and ordering is popular among buyers and
companies. Therefore, for marketing activities to be effective, companies should use
different methods to satisfy customers in order to increase the numbers of products
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sold in the e-marketing environment [23]. Also, building a long-term relationship with
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customers arises from customer loyalty, and the Internet environment and e-marketing
represents an inexpensive way to do this [9].
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Eid and Treman [15] have examined factors affecting the success of business-
to-business international Internet marketing. They suggested five factors for
companies’ success in Internet marketing: the website and its content, marketing
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strategies, environmental factors, internal factors and factors related to global
activities. These five factors play a great role in the success of business-to-business
efforts. Therefore, before going global via the Internet, a company should make some
marketing preparations and redefine its organization with reference to these factors. A
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successful website must be well-structured and present appropriate information to
customers [30]. Thus, it should present some information about the corporation, and
its products also some special features in terms of usability, security, accessibility,
etc.[6]. Ha and Stoel [18] suggested that consumer perceptions of usefulness and
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attitudes towards e-shopping influence consumers’ intentions to shop online, and that
the company website is an effective means by which to form such perceptions.
Wu et al.[48] have shown that trust plays an important role in e-business,
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because trust reduces customer uncertainty and motivates customers to visit and buy
from a website. Therefore, with reference to the studies detailed above and the
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medium for the transaction is a website [38]. Also, Mcknight et al. [33] have shown
that site quality, which is a combination of information quality and system quality, is
a significant factor affecting trust for potential customers; however, Kim et al. [27]
suggested that only information quality is significant with regards to trust, for both
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potential customers and repeat customers. In this study, with reference to the
problems of Iranian saffron companies in international marketing, as well as the
limitations in the extant literature, website content has been examined, because
information quality refers to the content and presentation of information[17], but
website content concerns only what kind information needs to be presented and how it
should be organized.
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Figure 1 presents the conceptual framework that has been examined in this
study. It is proposed that website content and e-trust influence e-marketing
effectiveness, and that e-trust acts as a mediator variable.
Website content
-Informational dimension
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-Design dimension
E-marketing
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E-trust
effectiveness
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Figure 1. Conceptual framework of the research
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Finally, Based on the literature review and research model, the aim of this
study is to investigate the impact of website content on e-marketing effectiveness via
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e-trust. Thus, the following hypotheses have been formulated:
marketing effectiveness.
H2a: The informational dimension of Iranian commercial saffron corporations’
website influences e-marketing effectiveness.
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H4: The website content dimensions’ indirect impact of Iranian commercial saffron
corporations on e-marketing effectiveness via e-trust is greater than their direct impact
on these corporations’ e-marketing effectiveness.
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researchers such as Berthon et al.[4], Hung and Lin[23], Sharma and Sheth[42] and
Sharma[41]. E-trust and e-marketing effectiveness were also measured using a five-
point Likert scale.
The adequacy of the model for the relationship between the latent variable and
the items measuring it was evaluated using the following:
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- Discernment validity of the research instruments [1].
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Two tests for examining convergent validity are Cronbach’s alpha and
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composite reliability scores. Nunnally [35] suggests 0.7 as a benchmark for modest
composite reliability. However, Churchill [11] suggests that a Cronbach’s alpha value
of.6 is acceptable.
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In this study, the composite reliability generated as part of the SmartPLS
output is presented in Table 1. Using SPSS 15, the Cronbach’s alpha scores for the
constructs were also determined (Table 1) using Nunnally’s 0.7 benchmark for
composite reliability, and Churchil’s benchmark for Cronbach’s alpha (0.6). These
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results demonstrate that there is convergent validity in the measurement model: he
Cronbach’s alpha and composite reliability scores that were computed for this survey
are acceptable (Table 1).
The average variance extracted (AVE) was used to assess the convergent
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validity of the latent variables. Fornell and Lacker [1] stated that the AVE should be
more than 0.5. Therefore, in this study, the AVE estimates (Table 1) from SmartPLS
are above 50% for all of the latent variables.
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Informational I11
dimension
I2 0.896 0.876 0.805
Website content I3
I4
I5
I6
I7
I8
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I9
I10
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Design 2
D11
dimension
D12 0.891 0.816 0.804
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D13
D14
D15
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D16
D17
E-trust 3 0.695
T18
T19 0.940 0.871
T20
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T21
T22
T23
T24
4
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E-marketing M25
effectiveness
M28
M29
te
M30
M31
1
. I = Informational dimension
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2
. D = Design dimension
3
. T = e-trust
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. M = e-marketing effectiveness
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I D T M
I1 0.79 0.37 0.255 0.28
I2 0.85 0.331 0.405 0.065
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I3 0.89 0.407 0.399 0.299
I4 0.86 0.418 0.032 0.474
I5 0.77 0.387 0.15 -0.12
I6 0.85 0.09 0.255 -0.061
I7 0.83 -0.112 0.474 -0.09
I8 0.75 0.407 0.433 0.112
I9 0.81 -0.14 0.406 0.164
I10 0.98 -0.061 -0.046 0.225
D11 0.478 0.855 -0.011 -0.079
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D12 0.532 0.843 -0.079 -0.21
D13 0.38 0.774 0.424 0.021
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D14 0.447 0.956 0.462 0.426
D15 0.114 0.875 -0.264 0.242
D16 -0.143 0.871 -0.2 0.233
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D17 -0.2 0.785 0.233 0.389
T18 0.233 -0.29 0.89 -0.2
T19 0.389 0.33 0.723 -0.143
T20 -0.44 0.47 0.48
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0.785
T21 0.21 -0.4 0.901 0.447
T22 0.19 -0.564 0.897 0.317
T23 -0.65 0.248 0.885 0.378
T24 0.48 0.156 0.909 0.368
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M25 0.34 -0.78 0.879 0.987
M26 0.27 0.368 0.356 0.768
M27 -0.55 0.178 0.189 0.89
M28 0.46 0.45 -0.23 0.96
M29 -0.13 -0.832 -0.13 0.758
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M30 -0.52 -0.98 0.465 0.853
M31 0.23 0.234 0.146 0.756
Note: (P< 0.001) Loadings on their respective constructs are highlighted and are more than.0.707
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Having ascertained the adequacy of the model, questionnaires were sent out to
randomly selected commercial saffron companies. It was decided to regard marketing
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foreign sales departments, located in Khorasan (N=134). Data were collected from
100 people and random sampling was used. Moreover, it is necessary to mentioned
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that in this study has focused on saffron firms selling wholesale over the Internet.
Descriptive statistics were used to provide the sample profile. The SEM was
also employed to examine the hypothesized relationships among the constructs in the
study. The hypothesized model was tested using the SmartPLS program.
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4. Results
The demographic breakdown of the respondents is summarized in Table 3.
The sample was made up of 29% female and 71% male respondents. The results
indicate that the respondents were relatively young, with 59% less than 46 years old.
The sample seemed to be a highly educated group, with the majority of respondents
(54%) holding a university degree, and (10%) holding a postgraduate qualification.
Most are experts in the industry, with 34% of respondents having 20-25 years of
experience in the field, and just 10% having only five-ten years of service.
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Table 3. Demographic profile of the respondents
Frequency %
Gender
Male 71 71%
Female 29 29%
Total 100 100%
Age (yr)
25 or under - -
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26-35 15 15%
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36-45 44 44%
46-55 12 12%
56 or above 29 29%
100 100%
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Total
Education
Less than secondary/high school - -
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Secondary/high school 14 14%
Some college or university 22 22%
College/university 54 54%
diploma/degree
Postgraduate degree 10 10%
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Total 100 100%
Years of service
- -
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5 or less 5 5%
5-10 10 10%
11-15 27 27%
16-20 34 34%
21-25 24 24%
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26 or above
100 100%
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Total
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SmartPLS uses a least squares estimation procedure and doesn’t have any
limitations with regards to sample size. Therefore, one more area in which SmartPLS
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supported, because a significant positive effect was seen on e-trust in that the t-value
of the tail is more than 3.3, based on a significant level of 0.001 [β1=0.682.: t= 9.241 :
p<0.001]..
H1a and H1b are also supported, since informational and design dimensions
had a significant positive effect on e-trust [β2=0.594: t= 6.673: p<0.001] [β3=0.276:
t=2.981: p< .01].
The website content dimensions can be said to have had a positive effect on e-
marketing effectiveness, because the t-values of two tails are more than 3.3 based on a
significant level of 0.001[β4=0.062: t= 7.111: p< 0.001]. Thus, H2 is supported.
H2a and H2b are also supported, since the informational and design
dimensions had a significant positive effect on e-marketing effectiveness because the
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t-values of the two tails are more than 3.3, based on a significant level of 0.001
[β5=0.5: t= 4.621: p< 0.001 ] [β6=0.532: t= 6.964: p< 0.001].
E-trust had a positive effect on e-marketing effectiveness [β7=0.25: t= 3.526:
p< 0.001] because the t-values of two tails are more than 3.3 based on a significant
level of 0.001. Finally, the indirect effect of the website content dimensions on e-
marketing effectiveness via e-trust is greater than its direct effect on it
[0.062<0.682×0.25=0.171]. Thus, H3 and H4 are supported.
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Table 4. Results of the structural model
Path Path coefficient (β) T-value* Inference
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H1: Wc T 0.682 9.241 Supported
H1a: I T 0.594 6.673 Supported
H1b: D T 0.276 2.981 Supported
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H2: Wc M 0.62 7.111 Supported
H2a: I M 0.5 4.621 Supported
H2b: D M 0.532 6.964 Supported
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H3 : T M 0.25 3.526 Supported
* t- value is based on 0.001 significant level ( t-value = 3.3).
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Q14
Q13
Q15 Q Q
Q12 Q Q
.84 .58 .62
Q
Q11 Q16 Q .71
.87 .59 .55 .78
.76
Q
Q17 Q
t
.68 .77 .55
.48
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.93
.67 Q
Design Information .45
cr
.79 Q10
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.276 .594
Q18
.78 Q22
Q19
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.53
.89
.66 Q23
Q20 .77 E-Trust
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.63 .68
Q24
Q21
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.25
p te
E-Marketing
effectiveness
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.93 .61
Q25
.72 .76 Q31
.63
Q26 .69 .86
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Q27 Q30
Q28 Q29
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This index is bounded between 0 and 1. Both the absolute GOF and the
relative GOF are descriptive indexes – i.e. there is no inference-based threshold to
judge the statistical significance of their values. As a rule of thumb, a value of the
relative or absolute GOF that is equal to or higher than 0.90 clearly speaks in favour
of the model.
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Model fit GOF
Absolute 0.9
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Relative 0.961
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Overall, the GOF indices successfully support the proposed model.
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5. Discussion
informational and design dimensions have an effect on e-trust, and that the effect of
the informational dimension is greater than that of the design dimension.
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system quality are both important mechanisms for fostering e-trust, however Kim et
al.[27] have shown that only information quality has an effect on e-trust. The findings
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content and the dimensions of this do have an impact on e-marketing. Several current
studies of corporate website issues also support these findings: for instance,
Palmer[37] showed that information, navigation, interactivity, etc. are very important
factors for making a website successful. The content of a website is very important in
increasing customer satisfaction[26, 29], since it makes users feel comfortable and
secure when visiting it, which increases the probability of a transaction being
completed[21]. The findings of this study have shown that both the informational and
the design dimensions are crucial factors for e-marketing effectiveness; as suggested
in the extant literature, companies must make the information desired by online
purchasers easily available though internal search engines, general menus, site maps,
etc. Information must be accurate, informative, up-to-date and relevant to customers’
requirements[7, 10, 37]. In addition, a well-designed site is an important tool for
companies aiming to use the Internet for their marketing activities. Creating a website
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that is well-organized and easy to navigate allows for a smooth flow of movement
around the site, and this is a crucial element for effective marketing on the
Internet[15, 36].
Third, the findings of this study show the direct effect of e-trust on e-
marketing effectiveness. Corbitt et al.[12] demonstrated that people are more likely to
purchase from the web if they perceive a higher degree of trust in e-commerce and
have more experience in using the web. In an Internet environment, trust attracts
customers and fortifies their loyalty and commitment[48].
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Fourth, the model and results show that there are partial mediating effects that
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impact the relationship between website content and e-marketing effectiveness.
Previous research has suggested that trust plays a considerable role in consumers’,
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adoption of e-shopping, and people who perceive a site as having a higher level of
quality seem to have a higher level of trust towards the site[12, 17].
There are several limitations in this study. First, we used managers to make up
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the sample during the data collection stage because they had enough information
about customers’ needs, and because it was not possible access to companies’
customers. Obviously, this study’s results should be further validated by using
different types of samples in further research. Second, this study’s results relate to
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commercial saffron companies, and cannot be generalized to other companies.
6. Conclusions
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The results of the study highlight the partial mediating effect of e-trust in the
relationship between website content and e-marketing effectiveness. The overall
hypotheses in this study are supported by a data set of 100 middle managers of
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commercial saffron companies. This research has very important implications for
practitioners, such as commercial saffron companies and website designers, who hope
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to understand and enhance their websites’ content and the e-trust mechanism in the e-
CRM environment and e-marketing.
For effective e-marketing and success in the Internet environment, the
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These factors are expected to play a great role in website success. Therefore,
future research could include measuring website performance, as this is becoming a
critical issue for effective online marketing; via this method, companies can examine
visitors’ behaviour, and the length of their visit[39]. This study could also be extended
to consider other companies and look at customers’ points of view.
Electronic commerce applications will undoubtedly be useful for Iranian
commercial saffron companies. Therefore, it would be interesting for researchers and
marketing managers to explore how the application of e-technologies, such as Internet
marketing, will be integrated with other applications such as enterprise resource
planning (ERP) and customer relationship management (CRM), which include
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methodologies, software and Internet capabilities that help an enterprise to manage
customer relationships in an organized way.
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Appendix
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Information dimension
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17
Page 17 of 19
The e-marketing website should provide
8
the quality certificate for customers .
t
ip
Design dimension
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The e-marketing website should provide
11 the photos of the product from different Detlor et al. [13]
directions.
us
The e-marketing website should provide a
12
site map for the convenience of searching.
Guo and Salvendy[17]
The e-marketing website should provide
an
13 search and category function by discount
information.
The e-marketing website should provide
14 Detlor et al. [14], Guo and Salvendy[17]
M
tracking information of the shipments.
The e-marketing website should provide
15 link to other website like main
organization websites in scope of business
d
for customers.
There should be a search bar on every
17
p
E-trust
18
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23 The website is ethical.
E-marketing effectiveness
t
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25 Gathering information about competitors. Berthon et al[4];Hung and Lin[23]
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Introducing the company's brand to
26 Berthon et al. [4]
customers.
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27 Keeping customers by Internet. Berthon et al. [4]; Sharma and Sheth[42]
an
28 Effective advertising in target markets.
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