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

Horst Treiblmaier, Larry Neale and Sandy Chong
Additional contact information
Horst Treiblmaier: WU Vienna, Austria
Larry Neale: Queensland University of Technology, Australia
Sandy Chong: Curtin University of Technology, Western Australia

International Journal of Online Marketing (IJOM), 2011, vol. 1, issue 2, 24-42

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.

Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 4018/ijom.2011040102 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:1:y:2011:i:2:p:24-42

Access Statistics for this article

International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

More articles in International Journal of Online Marketing (IJOM) from IGI Global
Bibliographic data for series maintained by Journal Editor ().