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The Effect of Perceived Benefits, Trust, Quality, Brand Awareness/Associations and Brand Loyalty on Internet Banking Brand Equity
並列摘要
This research examines the interrelationships of trust, brand awareness/associations, perceived quality and brand loyalty in building Internet banking brand equity. The model was based on data from customers using online banking (customers of an international bank) using the PLS technique. The results suggest that perceived quality and brand loyalty are more important to explain the Internet banking brand equity than brand awareness/associations and trust. Interestingly, trust contributes only indirectly, through perceived quality and brand awareness/association to Internet banking brand equity. Online perceived benefits impact positively on customers' trust and online perceived risks tend to be lower when trust increases.
參考文獻
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被引用紀錄
Lee, H. S., Sun, P. C., Chen, T. S., & Jhu, Y. J. (2015). The Effects of Avatar on Trust and Purchase Intention of Female Online Consumer: Consumer Knowledge as a Moderator. International Journal of Electronic Commerce Studies, 6(1), 99-117. https://doi.org/10.7903/ijecs.1395
李雅靖、范雅婷（2020）。炫耀式打卡的殺傷力。傳播研究與實踐，10(1)，109-140。https://doi.org/10.6123/JCRP.202001_10(1).0005
延伸閱讀
- 柯惠娟（2007）。A Study on the Relationships among Brand Equity, Customer Satisfaction, Switching Cost and Repurchase Intention in the Life Insurance Industry.〔碩士論文，淡江大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0002-0807200710571400
- 曾孟偉、藍天雄（2016）。The Research about the Relationship among Service Quality, Brand Image, Perceived Value, Customer Loyalty and Repurchase Intention。中華管理發展評論，5(2)，13-23。https://doi.org/10.6631/JCMD.2016.5.2.13
- 洪曉琪（2012）。A Study on brand strategy, brand extension, brand judgment, brand awareness and brand equity – An Empirical Investigation of the Healthcare Industry〔碩士論文，國立臺北科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0006-0207201210370300
- 林義屏、董玉娟、李勇輝（2007）。Practicing Customer Relationship Management for Internet Banking Services: The Effect of E-Service Quality on Customer Loyalty。交大管理學報，27(1)，57-85。https://doi.org/10.6401/CMR.200706.0057
- Fock, S. T., & Koh, H. C. (2006). Conceptualization of Trust and Commitment, and Understanding the Relationships between Trust, Commitment and Willingness to Try Internet Banking Services. International Journal of Business and Information, 1(2), 45-68. https://doi.org/10.6702/ijbi.2006.1.2.2