Explaining and predicting the impact of branding alliances and web site quality on initial consumer trust of e-commerce web sites

• 成果类型: Article
• 署名作者: Lowry, Paul Benjamin; Vance, Anthony; Moody, Greg; Beckman, Bryan; Read, Aaron
• 署名单位: Brigham Young University; University System of Georgia; Georgia State University; Universite PSL; Universite Paris-Dauphine; Pennsylvania Commonwealth System of Higher Education (PCSHE); University of Pittsburgh; University of Nebraska System
• 刊物名称: JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
• ISSN/ISSBN: 0742-1222
• DOI: 10.2753/MIS0742-1222240408
• 发表日期: 2008
• 页码: 199-224
• 关键词: electronic commerce; attitude accessibility; service quality; online; exposure; familiarity; repetition; name; Marketplaces; TECHNOLOGY

摘要

Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere exposure effect can be leveraged to improve a Web site's brand image. We also extend information integration theory to explain how branding alliances are able to increase initial trust and transfer positive effects to Web sites. Testing of our model shows that the most important constructs for increasing initial trust in our experimental context are branding and Web site quality. Finally, we discuss future research ideas, limitations, implications, and ideas for practitioners.