Contents
Title
The Moderating Role of Perceived Risk in Building Initial Trust Towards an Unknown Brand
Author
Sandrine Sara EBENDE KOUEDI, Richard NKENE NDEME
Classification JEL
M31.
Abstract
This paper aimed to study the moderating role of perceived risk on the relationship between initial trust on an unknown brand and its antecedents. To achieve this structural equation modelling was used. The results show that perceived risk has a moderating effect on the aforementioned relationship. Indeed, in the case of high perceived risk, the positive perception of some signals (advertising, word of mouth and country of origin) has a positive effect on I.T. Whereas in the case of low perceived risk, it is rather the positive perception of packaging, point of sale and word of mouth that has a positive effect on I.T. These results indicate that, when trying to build initial trust for their brand, brand owner should consider perceived risk.
Keywords
Perceived risk, Initial trust, Brand.
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