eImage: Elements and Effects of Positive Organizational Online Identity

  • Steven Walczak
  • Dawn G. Gregg
  • Gary L. Borkan
  • Michael A. Erskine
Part of the Progress in IS book series (PROIS)


Businesses and individuals must appear both capable and trustworthy in order to be successful in the online environment, including electronic commerce transactions. This chapter presents recent findings and implications of these findings on the eImage paradigm first suggested by Gregg and Walczak (MIS Quarterly 32:653–670, 2008). Perceptions of capability and trustworthiness are formed using a variety of digital signals including the aesthetic and informational quality of an individual’s or organization’s website, third-party evaluations, and electronic communications, among others. Knowledge of the various factors that influence perceptions of capability and trustworthiness will enable individuals and businesses to improve their eImage or online identity. Suggestions are made for future research needed in this domain.


eImage Electronic commerce Online identity Signaling theory Website quality 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  • Steven Walczak
    • 1
  • Dawn G. Gregg
    • 1
  • Gary L. Borkan
    • 1
  • Michael A. Erskine
    • 1
  1. 1.The Business SchoolUniversity of Colorado DenverDenverUSA

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