Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites.

Author List: Lowry, Paul Benjamin; Vance, Anthony; MOODY, GREG; BECKMAN, BRYAN; READ, AARON;
Journal of Management Information Systems, 2008, Volume 24, Issue 4, Page 199-224.
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.
Keywords: associative network model of memory; brand awareness; brand image; branding alliance; e-commerce; information integration theory; Internet; trust; Web site quality
Algorithm:

List of Topics

#33 0.210 web site sites content usability page status pages metrics browsing design use web-based guidelines results implications portal loyalty navigability addition
#140 0.177 model use theory technology intention information attitude acceptance behavioral behavior intentions research understanding systems continuance models planned percent attitudes predict
#172 0.143 trust trusting study online perceived beliefs e-commerce intention trustworthiness relationships benevolence initial importance trust-building examines discussed building future context transactions
#107 0.084 app brand mobile apps paid utility facebook use consumption users brands effects activities categories patterns controls extension store positive factor
#242 0.084 market competition competitive network markets firms products competing competitor differentiation advantage competitors presence dominant structure share using incumbent make important
#142 0.068 creativity ideas idea creative individual generation techniques individuals problem support cognitive ideation stimuli memory generate enhance generated solutions solving quality
#118 0.057 online consumers consumer product purchase shopping e-commerce products commerce website electronic results study behavior experience b2c impact internet purchases websites
#106 0.050 integration present offer processes integrating current discuss perspectives related quality literature integrated benefits measures potential regarding issues finally taken propose