What factors influence online brand trust: Evidence from online tickets buyers in Malaysia

Syed Shah Alam Syed Shah Alam, Norjaya Mohd Yasin

Research output: Contribution to journalArticle

31 Citations (Scopus)

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 languageEnglish
Pages (from-to)78-89
Number of pages12
JournalJournal of Theoretical and Applied Electronic Commerce Research
Volume5
Issue number3
DOIs
Publication statusPublished - 2010

Fingerprint

Air
Regression analysis
Buyers
Malaysia
Influence factors
Brand trust
Brand reputation
Quality information
Privacy

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

@article{ad8e64ef8cb94bc580ff766c47564dfd,
title = "What factors influence online brand trust: Evidence from online tickets buyers in Malaysia",
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.",
keywords = "Malaysian internet users, Online brand trust, Online experience, Quality information and brand reputation, Security/privacy, Word-of-mouth",
author = "{Syed Shah Alam}, {Syed Shah Alam} and Yasin, {Norjaya Mohd}",
year = "2010",
doi = "10.4067/S0718-18762010000300008",
language = "English",
volume = "5",
pages = "78--89",
journal = "Journal of Theoretical and Applied Electronic Commerce Research",
issn = "0718-1876",
publisher = "Universidad de Talca",
number = "3",

}

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 -