THE ANTECEDENTS OF ONLINE BRAND TRUST: MALAYSIAN EVIDENCE

This study empirically investigated the factors that influence consumer's perception of online brand trust in Malaysia. Six hypotheses were developed to test hypothesizing relationships among: security/privacy, perceived risk, word-of-mouth, quality information, good online experience, brand reputation with online brand trust. A survey of 209 respondents was used in this study to test hypothesized relationships. Survey findings indicate that security/privacy, perceived risk, word-of-mouth, quality information and brand reputation appear to have a significant and positive relationship with online brand trust (R-2=0.537). Interestingly good online experience was not found to be significantly influential. The results are compared with earlier findings and implications for further research are discussed.