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

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

24 Scopus Citations
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  • Dan Ke
  • Anran Chen
  • Chenting Su

Related Research Unit(s)


Original languageEnglish
Pages (from-to)189-216
Journal / PublicationElectronic Commerce Research
Issue number2
Publication statusPublished - 1 Jun 2016


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.

Research Area(s)

  • Brand awareness, Brand image, Brand knowledge, E-business platform certification system, Effectiveness of e-business platform services, Online trust