Examining the effects of the offline corporate brand and online e-service delivery on consumer trust in e-retailing

The objective of this study is to examine the influence of brand image-website image congruency and corporate brand strength together with consumer perceptions of e-service quality on the development of consumer trust towards e-service providers. We propose a conceptual framework and perform an empirical analysis of responses from 414 consumers of e-services in the e-retail sector using structural equation modelling (SEM). Data were gathered via an online questionnaire and the results indicate that corporate brand strength, followed by e-service quality and brand image congruency were found to be the strongest determinants of online trust.