THE ANTECEDENTS OF ONLINE BRAND TRUST: MALAYSIAN EVIDENCE

被引：31

作者：

Alam, Syed Shah ^{[1
]}

Yasin, Norjaya Mohd. ^{[2
]}

机构：

[1] Univ Kebangsaan Malaysia, Fac Econ & Business, Ukm Bangi 43600, Selangor, Malaysia

[2] Univ Kebangsaan Malaysia, Grad Sch Business, Ukm Bangi 43600, Selangor, Malaysia

来源：

JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT | 2010年 / 11卷 / 02期

关键词：

online brand trust; security/privacy; word-of-mouth; online experience; quality information and brand reputation; Malaysia; MODEL; ACCEPTANCE; COMMITMENT; INTERNET; LOYALTY; IMPACT;

D O I：

10.3846/jbem.2010.10

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study empirically investigated the factors that influence consumer's perception of online brand trust in Malaysia. Six hypotheses were developed to test hypothesizing relationships among: security/privacy, perceived risk, word-of-mouth, quality information, good online experience, brand reputation with online brand trust. A survey of 209 respondents was used in this study to test hypothesized relationships. Survey findings indicate that security/privacy, perceived risk, word-of-mouth, quality information and brand reputation appear to have a significant and positive relationship with online brand trust (R-2=0.537). Interestingly good online experience was not found to be significantly influential. The results are compared with earlier findings and implications for further research are discussed.

引用

页码：210 / 226

页数：17