Факторы, влияющие на доверие потребителей к интернет-бренду
Ха Х.

Введение;
Теоретическая основа и гипотезы;
Методология;
Обсуждение и выводы для маркетологов;
Ограничения данного исследования
и планы на будущее;
Обобщающие выводы;

Аннотация

В отличие от традиционного рынка в онлайновой
среде существуют несколько четко выраженных
факторов, влияющих на доверие к бренду. Автор
данной статьи утверждает, что по мере того как потребители осваиваются в интернет-пространстве, они предпочитают поддерживать отношения с теми интернет-компаниями, которым доверяют. В статье
анализируется исследование, в котором рассматривается, как на доверие к бренду влияют следующие факторы, связанные с совершением покупок в Интернете: безопасность, конфиденциальность, имя
бренда, реклама "из уст в уста", положительный опыт общения с интернет-ресурсом и качество информации, представленной на сайте. Автор утверждает, что не все программы по созданию интернет-доверия гарантируют успешное формирование доверия к бренду. Помимо подобных программ, необходимы систематические отношения между потребителем и конкретным интернет-брендом. Результаты данного исследования, показывают, что такое доверие складывается не из одного-двух компонентов, а в результате взаимодействия нескольких сложных
компонентов. Определив и тщательно проанализировав эти переменные при разработке маркетинговых стратегий, можно поддерживать лояльность к
бренду и добиться превосходных конкурентных результатов.

Журнал: «Интернет-маркетинг» — №4, 2005 (© Издательский дом Гребенников)
Объем в страницах: 15
Кол-во знаков: около 41,042

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Ха Хон-Юл

PhD студент факультета маркетинга Манчестерской Школы Менеджмента, Института науки и технологий Манчестерского Университета. Великобритания.