Signaling effect of website usability on repurchase intention

After-sale service quality is a key to differentiating an online seller from numerous others and attracting returning customers. However, new customers cannot readily discern the quality of unfamiliar sellers. Sellers often try to reduce the information asymmetry and signal their quality by ensuring good website interface usability, considering that the website is the main point of contact with online shoppers. Most research on signaling has...