The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries

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Author(s): Horst Treiblmaier (WU Vienna, Austria), Larry Neale (Queensland University of Technology, Australia)and Sandy Chong (Curtin University of Technology, Western Australia)
Copyright: 2013
Pages: 20
Source title: Transdisciplinary Marketing Concepts and Emergent Methods for Virtual Environments
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University, UK & Cairo University Business School, Egypt)
DOI: 10.4018/978-1-4666-1861-9.ch007

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

As online business thrives, a company’s Web presence holds enormous importance as a source of information, entertainment, and customer service for Internet users. Besides being user-friendly, a Web site should offer interesting and enjoyable content to attract online visitors in an ever-changing multimedia environment. Companies that operate globally must know how cultural differences influence the way potential customers perceive their sites. This paper presents a model that highlights the importance of ease of use, enjoyment, content, and brand trust for Web site loyalty. The model is subsequently tested in four countries: Australia, Japan, Mongolia, and the USA. The results show that perceptual differences exist: while ease of use is crucial for Web site loyalty in all four countries, the importance of content, perceived enjoyment, and brand trust varies across different cultures.

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The Web Site and Brand Trust as Antecedents of Online Loyalty: Results from Four Countries

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