Antecedent of brand trust in e-tertiary education
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Cite this item:
Chung, K.-C., Fam, K.-S., & Holdsworth, D. K. (2007). Antecedent of brand trust in e-tertiary education. In International Journal of Business and Management (Vol. 2). Presented at the Pan-Pacific Conference XXIV of the Pan-Pacific Business Association.
Permanent link to OUR Archive version:
http://hdl.handle.net/10523/754
Abstract:
Trust decreases the perceived risk of using a service. Since e-learners have no direct contact with the education providers, trust plays an important role in an e-tertiary setting. In a review of the literature, hypotheses are developed that suggest that the antecedent of brand trust in e-tertiary education is related to institutional and courseware design assurance factors, site quality and public awareness. A conceptual model summarizing the hypotheses is subsequently validated in an empirical study.
Date:
2007-06-02
Conference:
Pan-Pacific Conference XXIV of the Pan-Pacific Business Association, Dunedin & Queenstown, New Zealand
Research Type:
Conference or Workshop Item (Paper)