Drivers of e-brand attitude. A structural modeling approach

Digitization and the growing importance of online marketing require specific approaches for analyzing and managing e-brands. With a focus on pure players’ corporate websites, the aim of our study is to analyze the main determinants of users’ e-brand attitudes. In doing so, our study considers three key variables relating to the e-brand experience: interactivity, personalization, and e-trust. A quantitative empirical study was conducted (n=362), and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity (indirectly) and personalization (directly). To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes.