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.
|PDF (1MB) |
Administrators only | Request a copy from author
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.
Impact and interest:
Citation countsare sourced monthly fromand citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from theindexing service can be viewed at the linked Google Scholar™ search.
|Item Type:||Journal Article|
|Keywords:||B2C E-Commerce, Brand Trust, Ease of Use, Perceived Enjoyment, Quality of Content, Web Site Loyalty|
|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|
Repository Staff Only: item control page