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Drivers of Brand Trust in Internet Retailing: The Case of Indonesia

Drivers of Brand Trust in Internet Retailing: The Case of Indonesia

Adilla Anggraeni, Florenz Lay
Copyright: © 2015 |Volume: 5 |Issue: 4 |Pages: 12
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781466679948|DOI: 10.4018/IJOM.2015100102
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MLA

Anggraeni, Adilla, and Florenz Lay. "Drivers of Brand Trust in Internet Retailing: The Case of Indonesia." IJOM vol.5, no.4 2015: pp.25-36. http://doi.org/10.4018/IJOM.2015100102

APA

Anggraeni, A. & Lay, F. (2015). Drivers of Brand Trust in Internet Retailing: The Case of Indonesia. International Journal of Online Marketing (IJOM), 5(4), 25-36. http://doi.org/10.4018/IJOM.2015100102

Chicago

Anggraeni, Adilla, and Florenz Lay. "Drivers of Brand Trust in Internet Retailing: The Case of Indonesia," International Journal of Online Marketing (IJOM) 5, no.4: 25-36. http://doi.org/10.4018/IJOM.2015100102

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Abstract

This study investigates the attributes that create brand trust in internet retailing through the replication of the work of Ruparelia, White and Hughes (2010) using two different purchase categories: apparels and travel accommodation. Quantitative methodology was employed through survey method involving 180 respondents. There are ten independent variables include website security, website privacy, website brand name, word-of-mouth, website design & navigation, information, returns policy, country of origin, past experience, advertising and testimonials and one dependent variable which is brand trust. Security, privacy, word of mouth, design & navigation, and past experience were proven to have direct linear effects towards web brand trust. On the other hand, brand name, information, returns policy, country of origin and advertising & testimonials have weak relationships with web brand trust. Respondents who purchased clothing apparel were more concerned of the country of origin than respondents who purchased ticket accommodation.

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