Examining the effects of the offline corporate brand and online e-service delivery on consumer trust in e-retailing

Title: Examining the effects of the offline corporate brand and online e-service delivery on consumer trust in e-retailing
Creator: Carlson, Jamie; O'Cass, Aron
Relation: Australian and New Zealand Marketing Academy Conference 2009 (ANZMAC 2009). Proceedings of the Australian and New Zealand Marketing Academy Conference 2009 (Melbourne 30 November - 2 December, 2009)
Relation: http://www.duplication.net.au/ANZMAC09/Menu.html
Publisher: Australian and New Zealand Marketing Academy (ANZMAC)
Resource Type: conference paper
Date: 2009
Description: The objective of this study is to examine the influence of brand image-website image congruency and corporate brand strength together with consumer perceptions of e-service quality on the development of consumer trust towards e-service providers. We propose a conceptual framework and perform an empirical analysis of responses from 414 consumers of e-services in the e-retail sector using structural equation modelling (SEM). Data were gathered via an online questionnaire and the results indicate that corporate brand strength, followed by e-service quality and brand image congruency were found to be the strongest determinants of online trust.
Subject: corporate branding; service brand; brand strength; image-congruency; e-service quality; website trust; e-commerce
Identifier: uon:9173
Identifier: http://hdl.handle.net/1959.13/920525
Identifier: ISBN:1863081585
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