Show simple item record

dc.creatorShah Alam,Syed
dc.creatorMohd Yasin,Norjaya
dc.date2010-12-01
dc.date.accessioned2019-04-25T12:41:31Z
dc.date.available2019-04-25T12:41:31Z
dc.identifierhttps://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-18762010000300008
dc.identifier.urihttp://revistaschilenas.uchile.cl/handle/2250/61112
dc.descriptionThis 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-of-mouth, 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.
dc.formattext/html
dc.languageen
dc.publisherUniversidad de Talca
dc.relation10.4067/S0718-18762010000300008
dc.rightsinfo:eu-repo/semantics/openAccess
dc.sourceJournal of theoretical and applied electronic commerce research v.5 n.3 2010
dc.subjectOnline Brand Trust
dc.subjectSecurity/privacy
dc.subjectWord-of-mouth
dc.subjectonline Experience
dc.subjectQuality Information and Brand Reputation
dc.subjectMalaysian Internet Users
dc.titleWhat factors influence online brand trust: evidence from online tickets buyers in Malaysia


This item appears in the following Collection(s)

Show simple item record