Antecedent of brand trust in e-tertiary education

Holdsworth, David K; Fam, Kim-Shyan; Chung, Kim-Choy

Antecedent of brand trust in e-tertiary education

Chung, Kim-Choy; Fam, Kim-Shyan; Holdsworth, David K

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

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)

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.

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