User Perception of Content Credibility in E-Commerce Websites: Insight from Behavioral Economics Theories

This study investigates the factors influencing the perceived credibility of advertising content on e-commerce platforms, drawing on behavioral economics and communication theories. Through a quasi-experimental design involving 156 participants, we analyzed how message features, product importance, and socio-demographic variables affect user perceptions. The results reveal that users assign higher credibility to simple, essential content and that gender plays a significant role, with women perceiving paramedical and technical content as more credible. Age, however, showed no significant influence. The discussion highlights the psychological mechanisms behind these behaviors, such as risk and ambiguity aversion, and proposes implications for digital marketing strategies and future research.