Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites
Lowry, Paul Benjamin; Vance, Anthony; Moody, Greg; Beckman, Bryan; Read, Aaron (2008), Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites, Journal of Management Information Systems, 24, 4, p. 199-224. http://dx.doi.org/10.2753/MIS0742-1222240408
Type
Article accepté pour publication ou publiéDate
2008Journal name
Journal of Management Information SystemsVolume
24Number
4Publisher
M.E. Sharpe Inc.
Pages
199-224
Publication identifier
Metadata
Show full item recordAbstract (EN)
Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere exposure effect can be leveraged to improve a Web site's brand image. We also extend information integration theory to explain how branding alliances are able to increase initial trust and transfer positive effects to Web sites. Testing of our model shows that the most important constructs for increasing initial trust in our experimental context are branding and Web site quality. Finally, we discuss future research ideas, limitations, implications, and ideas for practitioners.Subjects / Keywords
associative network model of memory; brand awareness; brand image; branding alliance; e-commerce; information integration theory; Internet; trust; Web site qualityRelated items
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