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Online trust-building mechanisms for existing brands: the moderating role of the e-business platform certification system

Author

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  • Dan Ke

    (Wuhan University)

  • Anran Chen

    (Wuhan University)

  • Chenting Su

    (City University of Hong Kong)

Abstract

This study investigates how the e-business platform certification system affects online trust-building mechanisms for existing brands. Integrating theories of online trust and brand knowledge, we propose that brand awareness and brand image, two sub-dimensions of brand knowledge, contribute to building brand trust in online stores. The effectiveness of e-business platform services also contributes to consumers’ trust in the online channel. Instead of regarding the platform guarantees as the antecedents of online trust, we hypothesize that the e-business platform certification system positively moderates the effects of building online trust. We test the research hypotheses using questionnaire data collected through an online survey and use structural equation modeling to analyze the data. The findings support our proposed model. The theoretical and managerial implications are identified based on the results.

Suggested Citation

  • Dan Ke & Anran Chen & Chenting Su, 2016. "Online trust-building mechanisms for existing brands: the moderating role of the e-business platform certification system," Electronic Commerce Research, Springer, vol. 16(2), pages 189-216, June.
    • Handle: RePEc:spr:elcore:v:16:y:2016:i:2:d:10.1007_s10660-016-9217-8
    DOI: 10.1007/s10660-016-9217-8
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    References listed on IDEAS

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    Cited by:

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    5. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "The abandonment behaviour of the branded app consumer: A study using interpretive structural modelling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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