Extending Consumer Online Brand Trust Research in the Gulf Cooperation Council (GCC) Region

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.