The Antecedents and Consequences of Customer Trust and Website Image: The Moderating Effects of Gender

This study aims to identify how the perception of trustworthiness and website atmosphere influences customer trust and website image to enhance stickiness, as well as the extent to which gender moderates the relationships be- tween the constructs. The results confirmed that trustworthiness and website atmosphere have positive impacts on customer trust and website image. Cus- tomer trust and website image have positive impacts on stickiness. Meanwhile, the moderating effects of gender in the relationships between trustworthiness, website atmosphere and customer trust are significant. Thus, the managers should focus on trustworthiness and website atmosphere to improve stickiness through customer trust and website image.