Creating a customer experience that is synonymous with a particular (website) brand is becoming increasingly recognised as a vital driver of e-performance. E-tailors are just as likely to try to influence consumers' shopping behaviour, through atmospherics and service, as brick-and-mortar stores. This study investigates several questions that have been left unanswered in recent studies of consumer behaviour in the context of internet-based marketing. Its focus lies in addressing the issue of whether there is a direct relationship between brand experience and brand trust or whether there is an indirect relationship via satisfaction or brand familiarity. The results of an empirical study of e-consumer behaviour show that brand trust is achieved through the following dimensions operating and interrelating as antecedent constructs: first, various brand experiences and the search for information, secondly, a high level of brand familiarity, and thirdly, customer satisfaction based on cognitive and emotional factors. These findings should assist marketers and academics in their understanding of the development of brand trust in an internet-based environment.

Unlike the traditional bricks‐and‐mortar marketplace, the online environment includes several distinct factors that influence brand trust. As consumers become more savvy about the Internet, the author contends they will insist on doing business with Web companies they trust. This study examines how brand trust is affected by the following Web purchase‐related factors: security, privacy, brand name, word‐of‐mouth, good online experience, and quality of information. The author argues that not all e‐trust building programs guarantee success in building brand trust. In addition to the mechanism depending on a program, building e‐brand trust requires a systematic relationship between a consumer and a particular Web brand. The findings show that brand trust is not built on one or two components but is established by the interrelationships between complex components. By carefully investigating these variables in formulating marketing strategies, marketers can cultivate brand loyalty and gain a formidable competitive edge.

PurposeThis research aims to examine behavioral intentions toward purchase of energy‐efficient products utilizing the theory of reasoned action framework.Design/methodology/approachSurvey data from a sample of 202 shoppers of electrical appliances and small electronic products was utilized to estimate the proposed model.FindingsThe main finding is that attitude toward energy‐efficient product has a stronger effect on intentions compared to the subjective norm component.Research limitations/implicationsIn order to maximize use of their financial resources, companies marketing energy‐efficient products need to focus more on enhancing consumer attitudes toward their brands and spend relatively less on efforts to educate consumers about using energy – efficient appliances in general.Practical implicationsSince attitudes are formed from beliefs and knowledge, use of informational ads that clearly illustrate energy‐saving consequences of their specific brands of products will be an effective marketing approach.Originality/valueThis study is timely considering the recent steady increase in energy prices accompanied by growing environmental concerns among businesses, governments, and consumers.

PurposeThe purpose of this paper is to investigate the satisfaction consequences in repurchase situations.Design/methodology/approachOnline travel services are chosen because customers in these types of services had direct contact with firms. A conceptual model of CS‐RPI link is developed and used to test proposed hypotheses. A total of 514 respondents are used to test the proposed model.FindingsThe empirical findings indicate that psychological mediators are useful when repurchase situations are considered. The study provides the roles of positive attitude in the formation of CS‐RPI link. Also, three factors: adjusted expectations, trust, and positive attitude, are found to have a significant mediating influence on the link of CS‐RPI.Research limitations/implicationsFuture researchers attempting to replicate and extend these findings may wish to collaborate with companies marketing products and services online and track customers' actual behaviors. This would be an excellent way to validate the current model relationships, particularly those involving repurchase intentions and customer satisfaction.Practical implicationsThe results can be used by web site designers to tailor their sites' features and marketing analysts to monitor the changes of click‐through rates as a parameter of the CS‐RPI. The discovery of significant interrelationships between satisfaction and trust, such as adjusted expectation, positive attitude and repurchase intention, reinforces the importance of the psychological state when repurchasing behavior is considered. For instance, it was observed that the three mediators result in lower levels of the indirect effect, but this is not limited in the whole process of the CS‐RPI.Originality/valueThe conceptual framework is tested in an understudied e‐service context that is characterized by consumer‐focused competition. This context is noteworthy because no research has investigated determinants between the two parties. Research suggests that companies should understand how to capture determinants on post‐satisfaction, since competing businesses are only a mouse‐click away in e‐commerce settings.

A BST R A C T An enhanced sense of concern related to global climate change and increasing media coverage attributed to this issue has led to an increase in number of consumers actively seeking out and adopting energy-efficient products. Moreover, research indicates that the increasing environmental concern and a greater emphasis on global sustainability issues have been important priorities of global organizations such as the OECD and the UN. Several prior studies have also found, however, that environmentally-conscious people do not show a consistent preference for purchasing environmentally-friendly products or in many cases are not willing to pay a premium for such products.A good understanding of consumer attitudes toward environmental issues and behavioral intentions toward consumption of green products may be particularly important due to the above outlined discrepancy between consumer opinions about environmental issues and actual purchase behavior. This forms the basic premise behind the current research which examines behavioral intentions toward purchase of energy-efficient products utilizing the theory of reasoned action framework. The model proposed is tested utilizing survey data from 202 consumers. The main finding is that indicate that attitude toward energy-efficient product has a stronger effect on intentions compared to the subjective norm component.Among other results, this study finds that eagerness of environmental engagement has a positive effect on intentions. These findings have several implications for both researchers and practitioners, which are discussed in this paper.