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Impact of Online Brand Trust on Sales Promotion and Online Buying Decisions
Impact of Online Brand Trust on Sales Promotion and Online Buying Decisions
Sales Promotion (Luick, Zeigler, Brassigton, Pettit)
Activities which enhace and support a mass selling and personal selling and which help complete the entire promotional mix and make the mkt mix more effective.
Consumer
Trade
Business promotion
Online Brand Trust
51% of the companies would not trade online with parties they fo not trust.
Trust: Measure the purchase intention of the consumer
Chaudhuri, Holbrook: willingness of the average consumer to rely on the ability of the brand to perfom its stated function.
Several researchers have suggested that brand trust is a significant factor in stimulating purchases over the internet.
Factors on Online Trust
Security
Reliability of payment method, data transmission, storage
Perceived Risk
Consumers are more motivated to avoid mistakes than to maximize utility in purchasing
Brand Reputation
Level of online brand trust in past researches
Word-of-Mouth
in e-commerce it spreads much more quickly on the Web than in offline world
Quality of Information
Consumers tend to search for information on those websites which give them valid, credible, and accurate information
Online Shopping
Process of researching and purchasing products or services overt the Internet.
Online Shopping Experience
Language easy to understand, a functional design, fast response time, a clear navigation structure, the provision of relevant information, effective tools to choose, etc.
Objective of research: Analize the moderating effect of online brand trust on sales promotion and online shopping.