Authors: Mehran Rezvani, Najme Mojoodi, Mahdi Lashgari

Abstract

In this research for the first time the moderating role of user knowledge in designing a web interface and electronic trust (e-truet) was studied. To this end, about 700 electronic questionnaires was sent to the target population of the study which consisted of faithful users of forum Arirangfa. 240 questionnaires were completed. Accepted questionnaires were analyzed through structural equations and partial least squares method and Smart-PLS 2.0 software. The results of the analysis of data indicated that: 1) the model was a robust theoretical model for predicting electronics' trust through design of web interface. 2) According to user view, graphic design of website is not related to e-Trust. 3) Among dimensions of web design, structure design has the greatest impact on users' trust on the website. 4) The level of user knowledge cannot moderate the relation between design dimensions of website and e-trust.

Keywords: Website interface, Electronic trust, User knowledge level, Entrepreneurial electronic businesses.