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Humanizing websites: Website personality for E-services

机译：网站的人性化：电子服务的网站个性

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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.
机译：与物理服务不同，电子服务缺乏人机交互，因此需要以更人性化的方式进行设计。从传统的营销角度来看，品牌个性的概念用于解释与品牌相关的人的特征。遗憾的是，现有品牌个性维度是特定于上下文的，通常是使用实体产品和服务开发的。这项研究通过确定适用于电子服务的网站特征集，特别是在线银行服务，推进了网站人性化的领域。从人际关系理论出发，本研究从信任度，承诺度和对在线银行网站服务的满意度方面进一步研究了网站个性与客户与网站之间的关系。为了完成此调查，已经从在线银行客户那里收集了397个可用数据帐户。通过使用PCA和PLS-SEM进行的两步分析，确定了在线银行服务特有的三个网站个性维度，这些维度对客户信任度，承诺和满意度的影响程度不同。

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