Luxury Shopping Websites: The Impact of ‘Hygiene’ Design Factors on Trust and Distrust

Abstract

Though luxury products have unique characteristics that predominantly influence online luxury behaviour, study on luxury shopping websites has received little attention in academic literature. This research investigates how hygiene factors of website design attributes (information quality, functional quality and situational normality) impact on trust and distrust on luxury shopping websites. Free simulation experiments were conducted with 386 subjects and data were collected using a structured questionnaire for this study. The study found that information quality and functional quality have a strong effect on trust and distrust on luxury shopping websites. This study also found that these factors not only act as hygiene factors but also as motivating factors in the luxury context. Surprisingly, situational normality is negatively related to trust and positively related to distrust in the study. Managerial implications regarding the development of luxury websites and research opportunities are discussed.

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