| सारांश: | In this current competitive digital economy, website stickiness has emerged as a much coveted element among online retailers. The interface design and personality aspects of a website are believed to have an impact on website stickiness. However, trust is believed to play a very crucial role in the relationship between the website’s characteristics and website stickiness. Focusing on first time encounters to a website, this study examined initial trust as a mediator for the relationship between
website interface design (structure, content, graphic and social-cue design), website personality (sincerity, excitement, competence and sophistication) and website
stickiness.
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