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Explaining and Predicting the Impact of Branding Alliances and Web Site Quality on Initial Consumer Trust of E-Commerce Web Sites

Paul Benjamin Lowry¹; Anthony Vance²; Greg Moody³; Bryan Beckman⁴; Aaron Read⁵

¹ a Information Systems at the Marriott School, Brigham Young University · ² b J. Mack Robinson College of Business, Georgia State University · ³ c Information Systems, University of Pittsburgh · ⁴ d J. Mack Robinson College of Business, Georgia State University · ⁵ e College of Information Science and Technology, University of Nebraska-Omaha

Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere exposure effect can be leveraged to improve a Web site's brand image. We also extend information integration theory to explain how branding alliances are able to increase initial trust and transfer positive effects to Web sites. Testing of our model shows that the most important constructs for increasing initial trust in our experimental context are branding and Web site quality. Finally, we discuss future research ideas, limitations, implications, and ideas for practitioners.

DOI

10.2753/mis0742-1222240408

Volume

24 (4)

Pages

199-224

Language

en

Export

BibTeX

Sources

crossref openalex