Title: Impact of e-trustmark reputation on customer loyalty and online purchase intentions: empirical evidence from an emerging country

Authors: Quan Hong Nguyen; Tho Thi Anh Nguyen; Linh Thuy Nguyen; Hien Thi Tran

Addresses: Foreign Trade University, 91 Chua Lang, Dong Da Dist, Ha Noi, Vietnam ' Foreign Trade University, 91 Chua Lang, Dong Da Dist, Ha Noi, Vietnam ' Foreign Trade University, 91 Chua Lang, Dong Da Dist, Ha Noi, Vietnam ' VNU University of Economics and Business, Vietnam National University Hanoi, Building E4, 144 Xuan Thuy Street, Cau Giay District, Hanoi, Vietnam

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.

Keywords: website reputation; e-trustmark reputation; website trustworthiness; online shopping; customer loyalty; purchase intentions.

DOI: 10.1504/IJEB.2023.134130

International Journal of Electronic Business, 2023 Vol.18 No.4, pp.466 - 492

Received: 31 Oct 2022
Accepted: 31 May 2023
Published online: 11 Oct 2023 *

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