Explaining and Predicting the Impact of Branding Alliances and Website Quality on Initial Consumer Trust of E-Commerce Websites

Journal of Management Information Systems, Vol. 24(4), pp. 199–224 (doi: 10.2753/MIS0742-1222240408), 2008

58 Pages Posted: 21 Oct 2007 Last revised: 1 Sep 2014

Paul Benjamin Lowry

Virginia Polytechnic Institute & State University - Pamplin College of Business

Anthony Vance

Brigham Young University - Department of Information Systems

Gregory D Moody

University of Nevada, Las Vegas - College of Business

Bryan Beckman

Georgia State University - Department of Computer Information Systems

Aaron Read

University of Nebraska at Omaha - Department of Information Systems and Quantitative Analysis

Abstract

Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown websites. This study explores how less-familiar e-commerce websites can use branding alliances and website 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 website'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 websites. Testing of our model shows that the most important constructs for increasing initial trust in our experimental context are branding and website quality. Finally, we discuss future research ideas, limitations, implications, and ideas for practitioners.

Keywords: Trust, Internet, brand image, brand awareness, branding alliance, e-commerce, associative network model of memory, familiarity, and information integration theory

Suggested Citation

Lowry, Paul Benjamin and Vance, Anthony and Moody, Gregory Daniel and Beckman, Bryan and Read, Aaron, Explaining and Predicting the Impact of Branding Alliances and Website Quality on Initial Consumer Trust of E-Commerce Websites. Journal of Management Information Systems, Vol. 24(4), pp. 199–224 (doi: 10.2753/MIS0742-1222240408), 2008. Available at SSRN: https://ssrn.com/abstract=1021616

Paul Benjamin Lowry (Contact Author)

Virginia Polytechnic Institute & State University - Pamplin College of Business ( email )

1016 Pamplin Hall
Blacksburg, VA 24061
United States

Anthony Vance

Brigham Young University - Department of Information Systems ( email )

510 Tanner Building
Marriott School
Provo, UT 84602
United States

Gregory Daniel Moody

University of Nevada, Las Vegas - College of Business ( email )

United States

HOME PAGE: http://https://faculty.unlv.edu/wpmu/gmoody/

Bryan Beckman

Georgia State University - Department of Computer Information Systems ( email )

Atlanta, GA 30302
United States

Aaron Read

University of Nebraska at Omaha - Department of Information Systems and Quantitative Analysis ( email )

College of Information Science & Technology
The Peter Kiewit Institute, PKI 172C
Omaha, NE 68182
United States

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