Abstract
This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables, on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple regression analysis) had been conducted. According to the findings of the study, security/privacy, word- fmouth, online experience, quality information and brand reputation appear to have a significant and positive relationship with online brand trust. The results are compared with earlier findings and limitation and further research are discussed. This study provides insightful understanding of consumer's online brand trust.
| Original language | English |
|---|---|
| Pages (from-to) | 78-89 |
| Number of pages | 12 |
| Journal | Journal of Theoretical and Applied Electronic Commerce Research |
| Volume | 5 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2010 |
Fingerprint
Keywords
- Malaysian internet users
- Online brand trust
- Online experience
- Quality information and brand reputation
- Security/privacy
- Word-of-mouth
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Computer Science Applications
Cite this
What factors influence online brand trust : Evidence from online tickets buyers in Malaysia. / Syed Shah Alam, Syed Shah Alam; Yasin, Norjaya Mohd.
In: Journal of Theoretical and Applied Electronic Commerce Research, Vol. 5, No. 3, 2010, p. 78-89.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - What factors influence online brand trust
T2 - Evidence from online tickets buyers in Malaysia
AU - Syed Shah Alam, Syed Shah Alam
AU - Yasin, Norjaya Mohd
PY - 2010
Y1 - 2010
N2 - This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables, on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple regression analysis) had been conducted. According to the findings of the study, security/privacy, word- fmouth, online experience, quality information and brand reputation appear to have a significant and positive relationship with online brand trust. The results are compared with earlier findings and limitation and further research are discussed. This study provides insightful understanding of consumer's online brand trust.
AB - This study examines online brand trust and its influencing factors in the specific context of online air ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables, on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple regression analysis) had been conducted. According to the findings of the study, security/privacy, word- fmouth, online experience, quality information and brand reputation appear to have a significant and positive relationship with online brand trust. The results are compared with earlier findings and limitation and further research are discussed. This study provides insightful understanding of consumer's online brand trust.
KW - Malaysian internet users
KW - Online brand trust
KW - Online experience
KW - Quality information and brand reputation
KW - Security/privacy
KW - Word-of-mouth
UR - http://www.scopus.com/inward/record.url?scp=79955787435&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=79955787435&partnerID=8YFLogxK
U2 - 10.4067/S0718-18762010000300008
DO - 10.4067/S0718-18762010000300008
M3 - Article
AN - SCOPUS:79955787435
VL - 5
SP - 78
EP - 89
JO - Journal of Theoretical and Applied Electronic Commerce Research
JF - Journal of Theoretical and Applied Electronic Commerce Research
SN - 0718-1876
IS - 3
ER -