Journal of Business Economics and Management | 2010
Authors:
DOI: 10.3846/jbem.2010.10
Journal: Journal of Business Economics and Management
Year: 2010
Publisher:
Document Type: Article
Open Access: All Open Access; Gold Open Access; Green Open Access
Cited by: 43
This study empirically investigated the factors that influence consumer's perception of online brand trust in Malaysia. Six hypotheses were developed to test hypothesizing relationships among: security/privacy, perceived risk, word-of-mouth, quality information, good online experience, brand reputation with online brand trust. A survey of 209 respondents was used in this study to test hypothesized relationships. Survey findings indicate that security/privacy, perceived risk, word-of-mouth, quality information and brand reputation appear to have a significant and positive relationship with online brand trust (R2=0.537). Interestingly good online experience was not found to be significantly influential. The results are compared with earlier findings and implications for further research are discussed.
Malaysia; Online brand trust; Online experience; Quality information and brand reputation; Security/privacy; Word-of-mouth