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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

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