Determinants of e-brand attitude: A structural modeling approach

Digitization and the growing importance of online environments require specific approaches for analyzing and managing e-brands. With a focus on pure players websites, the aim of our study is to analyze the main determinants of users e-brand attitudes. In doing so, our study considers three key variables relating to e-brand attitudes: interactivity, personalization and e-trust. A quantitative empirical study was conducted, and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity (indirect) and personalization (direct). To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes. Furthermore, it is the interrelationships among these constructs that are of particular interest. This study could serve both as a theoretical reference point for future research and as a managerial tool for the integrated evaluation of the multidimensional relationships among e-brand attitude key drivers. © 2012 Macmillan Publishers Ltd.