“…Existing research stress the importance of user perceptions: A number of studies find that subjective perceptions of website content are systematically related to general user reactions, such as overall attitudes and satisfaction (e.g., Kang & Kim, 2006;Palmer, 2002;Shukla, Sharma, & Swami, 2010), perceived ease of use, usefulness, and usability (e.g., Ahn, Ryu, & Han, 2007;Thielsch et al, 2014), trust (e.g., De Wulf et al, 2006Rahimnia & Hassanzadeh, 2013;Seckler et al, 2015), perceived website quality (e.g., Aladwani & Palvia, 2002;Kincl & Štrach, 2012), perceived overall service quality (e.g., Liu & Arnett, 2000;Yang et al, 2005), purchase intentions and sales performance (e.g., Hsieh et al, 2015;Shukla et al, 2010;Thongpapanl & Ashraf, 2011;Verhagen, Boter & Adelaar, 2010), website success, or website preference in terms of commitment, loyalty, and the intention to revisit (e.g., Aranyi & van Schaik, 2016;De Wulf et al, 2006;Kim & Niehm, 2009) or to recommend a website (e.g., Cober et al, 2003;Kim & Niehm, 2009;Thielsch et al, 2014). However, these studies are mostly correlational and use partly diverging conceptualizations of web content.…”