Impact of e-trustmark reputation on customer loyalty and online purchase intentions: empirical evidence from an emerging country Online publication date: Wed, 11-Oct-2023
by Quan Hong Nguyen; Tho Thi Anh Nguyen; Linh Thuy Nguyen; Hien Thi Tran
International Journal of Electronic Business (IJEB), Vol. 18, No. 4, 2023
Abstract: This paper investigates the impact of e-trustmark reputation on customers' loyalty and their online shopping intentions, and the mediating role of website reputation and trustworthiness in the relationship. The study uses the survey data of 354 respondents in an emerging country. The results show that e-trustmark reputation and website reputation have a positive reciprocal relationship; these two factors positively affect website trustworthiness, which encourages customer loyalty and purchase intentions. The result indicates that e-trustmark reputation is positively associated with loyalty and purchase intentions of online customers both directly and indirectly through website reputation and perceived trustworthiness. The study implies that there is a need for third-party trust seals to evaluate the website trustworthiness of sellers in developing countries since it makes a significant impact on online purchase intentions.
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