TY - JOUR
T1 - Extending Consumer Online Brand Trust Research in the Gulf Cooperation Council (GCC) Region
AU - Bhuian, Shahid Nakib
N1 - Publisher Copyright:
© 2016 Taylor & Francis Group, LLC.
PY - 2016/5/26
Y1 - 2016/5/26
N2 - ABSTRACT: Using a broad range of theoretical perspectives from social, psychological, behavioral and communication sciences, this article theorizes and examines the relationships between consumer online brand trust and its five salient determinants in the Gulf Cooperation Council (GCC) region. The results indicated that three antecedents—consumer online brand familiarity, consumer satisfaction with the website, and word-of-mouth communications between online consumers—significantly and positively impacted consumer online brand trust. One determinant, design of the brand's website, turned out to be significantly but negatively related to consumer online brand trust. The final predictor, information on the online brand, appeared unrelated to consumer online brand trust. E-commerce managers seeking to enhance consumer online brand trust can focus on consumer online brand familiarity, consumer satisfaction with the website, and word-of-mouth communications between online consumers, particularly in the GCC region. The findings are discussed.
AB - ABSTRACT: Using a broad range of theoretical perspectives from social, psychological, behavioral and communication sciences, this article theorizes and examines the relationships between consumer online brand trust and its five salient determinants in the Gulf Cooperation Council (GCC) region. The results indicated that three antecedents—consumer online brand familiarity, consumer satisfaction with the website, and word-of-mouth communications between online consumers—significantly and positively impacted consumer online brand trust. One determinant, design of the brand's website, turned out to be significantly but negatively related to consumer online brand trust. The final predictor, information on the online brand, appeared unrelated to consumer online brand trust. E-commerce managers seeking to enhance consumer online brand trust can focus on consumer online brand familiarity, consumer satisfaction with the website, and word-of-mouth communications between online consumers, particularly in the GCC region. The findings are discussed.
KW - Antecedents to online brand trust
KW - GCC region
KW - online brand trust
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U2 - 10.1080/08961530.2015.1124822
DO - 10.1080/08961530.2015.1124822
M3 - Article
AN - SCOPUS:84954212792
SN - 0896-1530
VL - 28
SP - 201
EP - 210
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 3
ER -