Effects of Information Technology Acceptance Model, Risk Perception, and e-Service Quality on e-Brand Identity

This study considers the TAM and e-service quality and risk perception on e-branding of the on-line shopping portal site. A Lisrel model is used to capture the relationship of these variables. Empirical study finds that TAM and e-service quality has significantly positive effect on brand attitude an...

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Bibliographic Details
Main Author: Chen, Hsiu-Li
Format: Conference Proceeding
Language:English
Subjects:
Brand identification
Electronic commerce
Quality of service
Risk assessment
Studies
Technology adoption
User behavior
Online Access:Get full text
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Summary:This study considers the TAM and e-service quality and risk perception on e-branding of the on-line shopping portal site. A Lisrel model is used to capture the relationship of these variables. Empirical study finds that TAM and e-service quality has significantly positive effect on brand attitude and in turn have positive influences on customer satisfaction and brand identity. Therefore, the on-line marketers should consider the TAM and e-service quality factors to build their e-branding. [PUBLICATION ABSTRACT]
ISSN:2251-2063
2251-2055