This study examines online brand trust and its influencing factors in the specific context of online air
ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that
there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of-
mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have
significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables,
on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online
air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple
regression analysis) had been conducted. According to the findings of the study, security/privacy, word-of-
mouth, online experience, quality information and brand reputation appear to have a significant and positive
relationship with online brand trust. The results are compared with earlier findings and limitation and further
research are discussed. This study provides insightful understanding of consumer’s online brand trust.
This study examines online brand trust and its influencing factors in the specific context of online air
ticket buyers in Malaysia. Summarizing academic literature on online brand trust drivers, it was found that
there is a need to conduct research on online brand trust. Accordingly our hypotheses is that word-of-
mouth, online experience, security/privacy, perceived risk, brand reputation and quality information have
significant influence on online brand trust. Our hypothesis is being tested in terms of mentioned variables,
on online airline ticket buyers in Malaysia. Using survey methodology, data was collected from 289 online
air ticket buyers through questionnaire; validity and reliability tests and causality analysis (multiple
regression analysis) had been conducted. According to the findings of the study, security/privacy, word-of-
mouth, online experience, quality information and brand reputation appear to have a significant and positive
relationship with online brand trust. The results are compared with earlier findings and limitation and further
research are discussed. This study provides insightful understanding of consumer’s online brand trust.
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