DOI: 10.5716/978-981-08-9514-3_MME23

Authors: Hsiu-Li Chen


This study considers the TAM and e-service quality and risk perception on e-branding of the on-line shopping portal site. A Lisrel model is used to capture the relationship of these variables. Empirical study finds that TAM and e-service quality has significantly positive effect on brand attitude and in turn have positive influences on customer satisfaction and brand identity. Therefore, the on-line marketers should consider the TAM and e-service quality factors to build their e-branding.

Keywords: Technology Acceptance model, e-service quality, risk perception, e-branding and brand identity


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