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Determinants of e-brand attitude: A structural modeling approach

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Abstract

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.

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Acknowledgements

The authors sincerely thank the editor, the anonymous reviewers for their constructive comments and Nino Miceli for his valuable support.

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  1. Department of Management, Sapienza University of Rome, Via del Castro Laurenziano, 9, Roma, 00161, Italy

    Maria Vernuccio

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  1. Maria Vernuccio
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  2. Camilla Barbarossa
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  3. Angelo Giraldi
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  4. Federica Ceccotti
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Vernuccio, M., Barbarossa, C., Giraldi, A. et al. Determinants of e-brand attitude: A structural modeling approach. J Brand Manag 19, 500–512 (2012). https://doi.org/10.1057/bm.2011.59

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