Trust Building Model Of Customers On B2C Websites: A Research On Generation Y Customers

Mustafa Emre Civelek, Adnan Veysel Ertemel
2018 Zenodo  
New generation consumers have a tendency to rely more on digital media in their consumption process. This research aims to explain the purchasing behavior of Generation Y consumers. Effects of the peer to peer interactions of Generation Y consumers on brand awareness and brand trust form the conceptual model of this research. In the introduction part of the research, previous work on WoM, eWoM, brand awareness and brand trust in the literature are evaluated. In the remainder of the research, a
more » ... of the research, a conceptual model is tested with a survey collected from overall Turkey. The sample consists of Generation Y individuals. More than 400 distributed, 305 valid questionnaires were gathered. In order to measure Brand Awareness and Brand Trust, the scales adopted by Han et al. from prior studies were used (Han, Nguyen, & Lee, 2015). In order to measure the eWOM, the scale developed by Goyette et al. was used (Goyette, Ricard, Bergeron, & Marticotte, 2010). These results of the tests indicate a positive and significant relationship between WOM Content and Brand Awareness, between WOM Intensity and Brand Awareness and between Brand Awareness and Brand Trust.
doi:10.5281/zenodo.1456623 fatcat:vunapiyh2vcl3cftmpwn7jmgru