Lowry, Paul Benjamin; Vance, Anthony; Moody, Greg; … - Université Paris-Dauphine (Paris IX) - 2008
Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study … initial consumer trust. We use the associative network model of memory to explain brand knowledge and to show how the mere … how branding alliances are able to increase initial trust and transfer positive effects to Web sites. Testing of our model …