FIXATION AND RECALL OF YOUTUBE AD BANNERS: AN EYE-TRACKING STUDY

Success in electronic commerce relies greatly on customer trust. While other studies have examined various factors affecting online customer trust, few have investigated the joint effects of perceived risk and website reputation on purchase intention using online trust as a mediator. The current study attempts to fill this gap. 300 online shoppers participated via web-based questionnaires using a quota sampling technique. Based on confirmatory factor analysis (CFA), our measurements were found to be valid and reliable. Using structural equation modeling (SEM), we confirmed significant direct effects of perceived risk and website reputation on customer purchase intentions. Furthermore, both factors had significant indirect effects on purchase intention through online trust. In addition to extending theoretical insight into online trust as a mediator for the effects of perceived risk and website reputation on purchase intention, web-based vendors may adopt the findings to adjust their online stores to raise customer trust and ultimately increase the possibility of online purchases.

Background: The prostate gland remains unresected during gender‐affirming surgery (GAS) for transgender women (TGW), and may develop malignancies in later life. We sought to evaluate prostate cancer awareness (PCA) among post‐GAS TGW.Methods: The investigators implemented a cross‐sectional study and enrolled a sample of Thai post‐GAS TGW without medical background. Predictor variables were categorized as demographic, clinical, operative, or postoperative. The outcome variable was PCA (yes/no). Appropriate statistics were computed, and a p‐value ≤ 0.05 was considered statistically significant.Results: The sample consisted of 100 Thai post‐GAS TGW (4% bisexual, 12% bachelor [or higher] graduates, 51% service workers, 64% had monthly net income <40,000 TB [or ca. 1050 Euro], 92% operated by plastic surgeons) with a mean age of 26.2 ± 5.4 years (range: 18–45). On bivariate analysis, PCA was significantly associated with educational level (p = 0.007; adjusted odd ratio [OR_adj.]: 5.85; 95% confidence interval [95% CI]: 1.65–20.69), being operated ≥ 10 years (p = 0.01; OR_adj.: 0.16; 95% CI: 0.04–0.76), self‐recognition of the remaining prostate gland (p = 0.0001; OR_adj.: 0.02; 95% CI: 0–0.12), and emphasis on PCA by the GAS operator (p = 0.01; OR_adj.: 0.07; 95% CI: 0.01–0.63). Multiple linear regression analysis revealed a statistically significant, positive correlation (r = 0.78; p = 0.0001) among these four predictors, and continued to confirm the positive effect on PCA in TGW with high education and realization of the prostate gland (r = 0.56; p = 0.04) or information on PCA by the operator (r = 0.68; p = 0.003).Conclusion: The GSA operator should intensively inform TGW about the remnant prostate and the risk of PC, especially those with low and middle levels of education attained.