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The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries

The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries

Horst Treiblmaier, Larry Neale, Sandy Chong
Copyright: © 2011 |Volume: 1 |Issue: 2 |Pages: 19
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781613508640|DOI: 10.4018/ijom.2011040102
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MLA

Treiblmaier, Horst, et al. "The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries." IJOM vol.1, no.2 2011: pp.24-42. http://doi.org/10.4018/ijom.2011040102

APA

Treiblmaier, H., Neale, L., & Chong, S. (2011). The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries. International Journal of Online Marketing (IJOM), 1(2), 24-42. http://doi.org/10.4018/ijom.2011040102

Chicago

Treiblmaier, Horst, Larry Neale, and Sandy Chong. "The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries," International Journal of Online Marketing (IJOM) 1, no.2: 24-42. http://doi.org/10.4018/ijom.2011040102

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Abstract

As online business thrives, a company’s Web presence holds enormous importance as a source of information, entertainment, and customer service for Internet users. Besides being user-friendly, a Web site should offer interesting and enjoyable content to attract online visitors in an ever-changing multimedia environment. Companies that operate globally must know how cultural differences influence the way potential customers perceive their sites. This paper presents a model that highlights the importance of ease of use, enjoyment, content, and brand trust for Web site loyalty. The model is subsequently tested in four countries: Australia, Japan, Mongolia, and the USA. The results show that perceptual differences exist: while ease of use is crucial for Web site loyalty in all four countries, the importance of content, perceived enjoyment, and brand trust varies across different cultures.

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