Brand personality moderating effect on relationship between website quality and online trust: Malaysian online environment context

Alireza Habibi, Sahar Golkari Hagh, Mehdi Hooshmand Bahabadi, Sharareh Shahidi Hamedani, Norjaya Mohd Yasin, Nor Asiah Omar

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

The objective of this paper is to examine whether the brand personality which includes two dimensions namely, (sincerity/trustworthiness) and (youthfulness/modernity), can moderate the relationship between website quality and online trust. This study considers the impact of the quality of website on online trust and the extent it encourages purchase intentions in the Malaysian context. The data for the study were collated from responses from a sample of 229 college students in Malaysia. The survey included questions on items that measured brand personality, web site quality, online trust and purchase intentions. The data was evaluated by applying multiple regression analysis to establish the relationship among variables.The findings indicate that both dimensions of brand personality, namely (sincerity/trustworthiness) and (youthfulness/modernity) are able to moderate the relationship between web site quality and online trust. However, the results suggest that the impact of (youthfulness/modernity) is more significant compared to (sincerity/trustworthiness).It was evident that in the Malaysian context, it was imperative for an organization to present an updated and exciting website to attract more consumers to purchase online through its website. This study enhances and augments the existing pool of knowledge on websites with special emphasis on online transactions. This study provides a better understanding on the perception of Malaysian customers towards web-based transactions. The findings also offer valuable information to the marketing and information managers of organizations with regard to online business transactions.

Original languageEnglish
Pages (from-to)210-224
Number of pages15
JournalAsian Social Science
Volume10
Issue number11
DOIs
Publication statusPublished - 30 May 2014

Fingerprint

trustworthiness
website
personality
transaction
purchase
modernity
Trustworthiness
Online trust
Moderating effect
Website quality
Brand personality
Sincerity
Web Sites
Malaysia
regression analysis
marketing
customer
manager
organization

Keywords

  • Brand personality
  • Online environment
  • Online trust

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities(all)
  • Economics, Econometrics and Finance(all)

Cite this

Brand personality moderating effect on relationship between website quality and online trust : Malaysian online environment context. / Habibi, Alireza; Hagh, Sahar Golkari; Bahabadi, Mehdi Hooshmand; Hamedani, Sharareh Shahidi; Yasin, Norjaya Mohd; Omar, Nor Asiah.

In: Asian Social Science, Vol. 10, No. 11, 30.05.2014, p. 210-224.

Research output: Contribution to journalArticle

Habibi, Alireza ; Hagh, Sahar Golkari ; Bahabadi, Mehdi Hooshmand ; Hamedani, Sharareh Shahidi ; Yasin, Norjaya Mohd ; Omar, Nor Asiah. / Brand personality moderating effect on relationship between website quality and online trust : Malaysian online environment context. In: Asian Social Science. 2014 ; Vol. 10, No. 11. pp. 210-224.
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