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

Adilla Anggraeni and Florenz Lay
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Adilla Anggraeni: Binus Business School, Bina Nusantara University, Jakarta, Indonesia
Florenz Lay: Binus Business School, Bina Nusantara University, Jakarta, Indonesia

International Journal of Online Marketing (IJOM), 2015, vol. 5, issue 4, 25-36

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.

Date: 2015
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