Online trust-building mechanisms for existing brands: the moderating role of the e-business platform certification system

Dan Ke; Anran Chen; Chenting Su

doi:10.1007/s10660-016-9217-8

Author(s)

Dan Ke
Anran Chen
Chenting Su

Related Research Unit(s)

Department of Marketing

Detail(s)

Original language	English
Pages (from-to)	189-216
Journal / Publication	Electronic Commerce Research
Volume	16
Issue number	2
Publication status	Published - 1 Jun 2016

Link(s)

DOI	DOI https://doi.org/10.1007/s10660-016-9217-8 Final Published version
	Check@CityULib
Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-84961155669&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(75b7fe2b-86d0-4049-9eb1-55d69b8d44b7).html

Abstract

This study investigates how the e-business platform certification system affects online trust-building mechanisms for existing brands. Integrating theories of online trust and brand knowledge, we propose that brand awareness and brand image, two sub-dimensions of brand knowledge, contribute to building brand trust in online stores. The effectiveness of e-business platform services also contributes to consumers’ trust in the online channel. Instead of regarding the platform guarantees as the antecedents of online trust, we hypothesize that the e-business platform certification system positively moderates the effects of building online trust. We test the research hypotheses using questionnaire data collected through an online survey and use structural equation modeling to analyze the data. The findings support our proposed model. The theoretical and managerial implications are identified based on the results.