THE ANTECEDENTS OF ONLINE BRAND TRUST: MALAYSIAN EVIDENCE

Abstract

This study empirically investigated the factors that influence consumer's perception of online brand trust in Malaysia. Six hypotheses were developed to test hypothesizing relationships among: security/privacy, perceived risk, word‐of‐mouth, quality information, good online experience, brand reputation with online brand trust. A survey of 209 respondents was used in this study to test hypothesized relationships. Survey findings indicate that security/privacy, perceived risk, word‐of‐mouth, quality information and brand reputation appear to have a significant and positive relationship with online brand trust (R2=0.537). Interestingly good online experience was not found to be significantly influential. The results are compared with earlier findings and implications for further research are discussed. Santrauka Straipsnyje empiriškai tiriami veiksniai, kurie daro itakapirkejo suvokimui apie pasitikejima internetines prekes ženklu Malaizijoje. Buvo iškeltos šešios hipotezes hipotetiniam ryšiui nustatyti tarp: saugu‐mo ir privatumo, suvokiamos rizikos, kokybes informacijos, geros internetines patirties, prekes ženklo reputacijos bei pasitikejimo internetines prekes ženklu. Hipotetiniam ryšiui patikrinti buvo apklausti 209 respondentai. Rezultatai parode, kad tarp saugumo ir privatumo, suvokiamos rizikos, kokybes informacijos ir prekes ženklo reputacijos kriterijubei pasitikejimo internetines prekes ženklu yra reikš‐mingas teigiamas ryšys (R2 = 537). Tačiau buvo nustatyta, kad gera internetine patirtis neturi dideles reikšmes. Rezultatai palyginti su anksčiau atliktais tyrimais bei aptarti tolesniutyrimupasiūlymai.