The web site and brand trust as antecedents of online loyalty

Treiblmaier, Horst , Neale, Larry, & Chong, Sandy (2011) The web site and brand trust as antecedents of online loyalty. International Journal of Online Marketing, 1(2), pp. 24-42.

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    As online business thrives, a company’s Web presence holds enormous importance as a source of information, entertainment, and customer service for Internet users. Besides being user-friendly, a Web site should offer interesting and enjoyable content to attract online visitors in an ever-changing multimedia environment. Companies that operate globally must know how cultural differences influence the way potential customers perceive their sites. This paper presents a model that highlights the importance of ease of use, enjoyment, content, and brand trust for Web site loyalty. The model is subsequently tested in four countries: Australia, Japan, Mongolia, and the USA. The results show that perceptual differences exist: while ease of use is crucial for Web site loyalty in all four countries, the importance of content, perceived enjoyment, and brand trust varies across different cultures.

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    ID Code: 52096
    Item Type: Journal Article
    Keywords: B2C E-Commerce, Brand Trust, Ease of Use, Perceived Enjoyment, Quality of Content, Web Site Loyalty
    DOI: 10.4018/ijom.2011040102
    ISSN: 2156-1753
    Divisions: Current > QUT Faculties and Divisions > QUT Business School
    Current > Schools > School of Advertising, Marketing & Public Relations
    Deposited On: 19 Jul 2012 16:27
    Last Modified: 06 Dec 2012 12:03

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