Citation

Lai, Kim Piew (2015) E-Servicescape Attributes and Their Effects to Online Brand Image. PhD thesis, Multimedia University.

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Abstract

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.

Item Type:	Thesis (PhD)
Additional Information:	Call No.: HF5415.33 .L35 2015
Uncontrolled Keywords:	Consumer behavior--Malaysia
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	06 Sep 2017 15:17
Last Modified:	06 Sep 2017 15:17
URII:	http://shdl.mmu.edu.my/id/eprint/6877

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