心理学
业务
营销
维数(图论)
构造(python库)
在线和离线
广告
人格
影响力营销
结构方程建模
考试(生物学)
现存分类群
品牌关系
样品(材料)
品牌知名度
社会心理学
计算机科学
关系营销
数学
市场营销管理
化学
古生物学
机器学习
程序设计语言
纯数学
操作系统
生物
进化生物学
色谱法
作者
Costanza Nosi,Tommaso Pucci,Yioula Melanthiou,Lorenzo Zanni
出处
期刊:Euromed Journal of Business
[Emerald (MCB UP)]
日期:2021-08-23
卷期号:17 (4): 550-567
被引量:7
标识
DOI:10.1108/emjb-01-2021-0002
摘要
Purpose The study tests a model that considers online brand trust in different nonbrand-owned touchpoints as a multifactorial construct constituted by: social network influencers, bloggers, online retail platforms and brand-related user generated content. Furthermore, it examines the influences that offline and online brand trust exert on consumer buying intention. Design/methodology/approach A convenience sample of 3,335 total individuals participated in the survey. Structural equation modelling was used to test the hypotheses. Findings Online brand trust is significantly influenced by trust in all investigated nonbrand-owned touchpoints. Both offline and online brand trust positively influence buying intention. Research limitations/implications Whereas brand trust is considered a multidimensional construct that includes both cognitive and affective aspects, in addition to individuals' personality traits, the present study only investigated the rational dimension of the brand trust paradigm. Moreover, this study examined the influence of brand trust on consumers' buying intention and not overt behavior. In addition, even though the extant literature suggests that the relation between trust and behavioral outcomes may vary across cultures, no test of the possible influences that culture exerted on brand trust and BInt was run. Finally, given the convenience sampling method used in this research, statistically significant surveys would provide a more solid basis for the investigated phenomenon, and they would enable an appropriate generalization of the findings. Practical implications To build brand trust and favour buying intention, marketers should monitor and influence the online touchpoints that are partially under or totally out of their control, and reconceive and manage physical stores. Originality/value This paper contributes to the stream of literature on online brand trust by proving that it is a multifactorial construct resulting from trust in different non-proprietary online entities and pointing out the prevalent role that physical stores play in shaping consumer buying intention. It also indicates that a trust transfer effect takes place between different online information sources and offline outlets.
科研通智能强力驱动
Strongly Powered by AbleSci AI