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    Brand trust as a mediator between perceived risk and electronic word-of-mouth

    Brzozowska-Woś, M. and Schivinski, Bruno (2017) Brand trust as a mediator between perceived risk and electronic word-of-mouth. Handel Wewnętrzny 5 (370), pp. 72-81. ISSN 0438-5403.

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    Brzozowska-woś, Schivinski - 2017 - Zaufanie do marek jako mediator pomiędzy postrzeganym ryzykiem i skłonnością do elektronicznego.pdf - Published Version of Record

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    Abstract

    The development of Internet and the access of consumers to social media influence their online engagement. This also reflects on how consumers write online opinions about brands and products. This survey objective was to research the influence of the perceived risk and brand trust on the consumers’ engagement with electronic word-of-mouth. The authors investigate the role of brand trust as a mediator in the relationship between perceived risk and eWOM. Structural equation modeling (SEM) was used to analyse data from 319 Polish consumers. The results indicated a negative influence of the perceived risk on consumes’ brand trust. A positive influence was detected from the perceived risk and brand trust on the consumers’ engagement with eWOM. Finally, brand trust was detected to negatively mediate the relationship between the perceived risk and eWOM.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): electronic word-of-mouth, eWOM, brand trust, perceived risk
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Dr Bruno Schivinski
    Date Deposited: 23 Nov 2017 07:41
    Last Modified: 23 Nov 2017 07:41
    URI: http://eprints.bbk.ac.uk/id/eprint/20337

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