E-Servicescape Attributes and Their Effects to Online Brand Image

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 onli...

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Bibliographic Details
Main Author:	Lai, Kim Piew
Format:	Thesis
Published:	2015
Subjects:	HF5410-5417.5 Marketing Distribution of products
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id	my-mmu-ep.6877
record_format	uketd_dc
spelling	my-mmu-ep.68772017-09-06T15:17:38Z E-Servicescape Attributes and Their Effects to Online Brand Image 2015-05 Lai, Kim Piew HF5410-5417.5 Marketing. Distribution of products 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. 2015-05 Thesis http://shdl.mmu.edu.my/6877/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php phd doctoral Multimedia University Faculty of Business
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5410-5417.5 Marketing Distribution of products
spellingShingle	HF5410-5417.5 Marketing Distribution of products Lai, Kim Piew E-Servicescape Attributes and Their Effects to Online Brand Image
description	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.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Lai, Kim Piew
author_facet	Lai, Kim Piew
author_sort	Lai, Kim Piew
title	E-Servicescape Attributes and Their Effects to Online Brand Image
title_short	E-Servicescape Attributes and Their Effects to Online Brand Image
title_full	E-Servicescape Attributes and Their Effects to Online Brand Image
title_fullStr	E-Servicescape Attributes and Their Effects to Online Brand Image
title_full_unstemmed	E-Servicescape Attributes and Their Effects to Online Brand Image
title_sort	e-servicescape attributes and their effects to online brand image
granting_institution	Multimedia University
granting_department	Faculty of Business
publishDate	2015
_version_	1747829638709641216

E-Servicescape Attributes and Their Effects to Online Brand Image

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