E-Servicescape Attributes and Their Effects to Online Brand Image
This study intends to identify and measure the 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. This is because prior studies had not explored the contributions of websites to onli...
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| Format: | Thesis |
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2015
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| Summary: | This study intends to identify and measure the 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. This is because prior studies had not explored the contributions of websites to online brand image at the attribute level. A two-level study was conducted where the first level involved the identification and filtering of possible website attributes using a qualitative approach. The second level study involved survey research, where 400 respondents were intercepted in shopping malls within Klang Valley, Melaka, and Kuching. This level measured the contributions of these attributes to online brand image via AMOS Software for model fit, testing for mediating effects (Brand Attitude) and moderating effects (Gender and Occupation). The findings led to the identification of four distinct salient e-servicescape attributes which predict online brand image. These attributes were: quality photograph, product categorisation, company logo and name and the confirmation mail. |
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