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
Refereed: Yes
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 06:27
Last Modified: 06 Dec 2012 02:03

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