Do salient e-servicescape attributes predict online brand image? created by Kim Piew Lai; Siong Choy Chong; Hishamuddin Bin Ismail and David Yong Kin Tong

By:

Lai, Kim Piew [author]

Contributor(s):

Material type: Text

TextSeries: International Journal of Internet Marketing and Advertising ; Volume 9, number 3United KIngdom Inderscience, 2009Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

14775212

Subject(s):

LOC classification:

HF5415.1265 INT

Online resources:

Click here to access online

Abstract: This study intends to identify and measure salient e-servicescape attributes of shopping websites based on the preferences of buyers, and examine if these attributes predict the formation of online brand image (OBI). This is because prior studies have not explored the contributions of websites to OBI at the attribute level. A two-level study was conducted; the first level involved the identification and filtering of possible website attributes using a qualitative approach; and the second level study involved quantitative surveys, where respondents were intercepted in shopping malls to measure the contributions of these attributes to OBI via AMOS Software. The study identified five distinct salient e-servicescape attributes - quality photograph, navigation bar, company logo, price information, and the confirmation mail - which predict OBI. Besides contributing to enrich the knowledge and methodology, the study provides practical insights to sellers that manifest the responses of buyers on the OBI.

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Item type	Current library	Call number	Vol info	Copy number	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.1265 INT (Browse shelf(Opens below))	Vol. 9, no. 3 (pages 209-232)	SP25387	Not for loan	For in house use

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This study intends to identify and measure salient e-servicescape attributes of shopping websites based on the preferences of buyers, and examine if these attributes predict the formation of online brand image (OBI). This is because prior studies have not explored the contributions of websites to OBI at the attribute level. A two-level study was conducted; the first level involved the identification and filtering of possible website attributes using a qualitative approach; and the second level study involved quantitative surveys, where respondents were intercepted in shopping malls to measure the contributions of these attributes to OBI via AMOS Software. The study identified five distinct salient e-servicescape attributes - quality photograph, navigation bar, company logo, price information, and the confirmation mail - which predict OBI. Besides contributing to enrich the knowledge and methodology, the study provides practical insights to sellers that manifest the responses of buyers on the OBI.

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