The Mediating Effect of Trust and Perceived Value on the Relationship between Corporate Image and Online Shopping Intention: A Study on Consumer Durables.

Osman Gök, Pervin Ersoy, Gülmüş Börühan


The study aims to reveal factors that affect customers’ extension from the offline to the online channel and investigate how these factors influence consumers’ behavior toward online channel adoption. We examine how offline corporate image, trust, and perceived value affect consumers’ online shopping intentions. This study focuses on electrical appliances, both brown and white goods. A convenience sampling method was followed for the data collection process using both an online and offline survey method. Data were collected from 219 consumers who had purchased an electric appliance (brown or white goods, e.g., dishwasher, refrigerator, oven) within the last three months. Data were analyzed with structural equation modeling, and mediation effects of offline perceived value and trust were tested with SPSS process macro. Our empirical results suggest that consumers’ offline-based trust and value perceptions significantly drive their online shopping intentions for durable products. The findings also reveal that offline trust and perceived value mediate the relationship between corporate image and online shopping intention.


Online Shopping Intention, Corporate Image, Durable Products, Trust, Perceived Value, Online Channel, Channel Extension

Full Text:



Agnihotri, A. (2015). Can brick-and-mortar retailers successfully become multichannel retailers? Journal of Marketing Channels, 22(1), 62-73.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

Anderson, R.E., & Srinivasan, S.S. (2003). e-Satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138.

Bainbridge, J. (1997). Who wins the national trust? Marketing, 23 October, 21-23.

Barari, M., Ross, M., & Surachartkumtonkun, J. (2020). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53, 1-9.

Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94-104.

Bettman, J., Luce, M., & Payne, J. (1998). Constructive consumer choice process. Journal of Consumer Research, 25(3), 187–217.

Bhatnagar, N., Lurie, N., & Zeithaml, V. (2003). Reasoning about online and offline service experiences: the role of domain-specificity in the formation of service expectations. Advances in Consumer Research, 30, 383-384.

Bigné‐Alcañiz, E., Ruiz‐Mafé, C., Aldás‐Manzano, J., & Sanz‐Blas, S. (2008). Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review, 32(5), 648-667.

Blackston, M. (1992). A brand with an attitude: a suitable case for the treatment. Journal of the Market Research Society, 34(3), 231-241.

Boloemer, J., & Ruyter, Ko de (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32 (5/6), 499–513.

Campbell, D. T. (1958). Common fate, similarity, and other indices of the status of aggregates of persons as social entities. Behavioral Science, 3(1), 14-25.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Chen, J., & Dibb, S. (2010). Consumer trust in the online retail context: Exploring the antecedents and consequences. Psychology & Marketing, 27(4), 323-346.

Chen, L., Li, Y. Q., & Liu, C. H. (2019). How airline service quality determines the quantity of repurchase intention-Mediate and moderate effects of brand quality and perceived value. Journal of Air Transport Management, 75, 185-197.

Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.

Chen, Q., Griffith, D. A., & Wan, F. (2004). The behavioral implications of consumer trust across brick-and-mortar and online retail channels. Journal of Marketing Channels, 11(4), 61-87.

Chen, Y., Yan, X., Fan, W., & Gordon, M. (2015). The joint moderating role of trust propensity and gender on consumers’ online shopping behavior. Computers in Human Behaviour, 43, 272-283.

Chiang, C. F., & Jang, S. C. (2007). The effects of perceived price and brand image on value and purchase intentions: leisure travellers' attitudes toward online hotel booking. Journal of Hospitality and Leisure Marketing, 15(3), 49-69.

Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.

Chu, C.W., & Lu, H.P. (2007). Factors influencing online music purchase intention in taiwan -an empirical study based on the value-intention framework. Internet Research, 17 (2), 139–155.

Cretua, A. E., & Brodie, R. J. (2007). The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective. Industrial Marketing Management, Vol. 36 No. 2, pp. 230 – 240.

Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.

Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.

De Leaniz, P., & del Bosque Rodríguez, I. (2016). Corporate Image and Reputation as Drivers of Customer Loyalty. Corporate Reputation Review, 19(2), 166–178.

Delgado‐Ballester, E. (2004). Applicability of a brand trust scale across product categories. European Journal of Marketing, 38(5/6), 573-592.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.

Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2017). Analysing online purchase intention in Spain: fashion e-commerce. Information Systems and e-Business Management, 15(3), 599-622.

Falk, T., Schepers, J., Hammerschmidt, M., & Bauer, H. (2007). Identifying cross channel dissynergies for multichannel service providers. Journal of Service Research, 10(2), 143–160.

Fang, J., Wen, C., George, B., & Prybutok, V. R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2), 116-131.

Farida, N., & Ardyan, E. (2018). The Driving of Customer Loyalty: Relational Approach, Perceived Value and Corporate Image. International Journal of Business & Society, 19(1), 15-26.

Festinger, L. (1957). A theory of cognitive dissonance. Vol. 2, Standford University Press.

Flavián, C., Guinaliu, M., & Torres, E. (2005). The influence of corporate image on consumer trust. Internet Research, 15(4), 447-470.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Gatignon, H., & Robertson, T. S. (1985). A propositional inventory for new diffusion research. Journal of Consumer Research, 11(4), 849-867.

Gustafsson, A., Johnson, M.D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(4), 210-218.

Ha, H.-Y., Janda, S., & Muthaly, S.K. (2010). A new understanding of satisfaction model in e-re-purchase situation. European Journal of Marketing, 44(7/8), 997-1016.

Hahn, K. H., & Kim, J. (2009). The effect of offline brand trust and perceived internet confidence on online shopping intention in the integrated multi‐channel context. International Journal of Retail & Distribution Management, 37(2), 126-141.

Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006). Multivariate Data Analysis. (6th ed.). Pearson Education Inc.

Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133-141.

Hansen, H., Samuelsen, B.M., & Silseth, P.R. (2008). Customer perceived value in BtB service relationships: investigating the importance of corporate reputation. Industrial Marketing Management, 37(2), 206-217.

Hayes, A.F. (2012). PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling. The OH State University, Accessed 20 May 2020

Hayes, A.F., & Preacher, K.J. (2014). Statistical mediation analysis with a multicategorical independent variable. British Journal of Mathematical and Statistical Psychology, 67(3), 451-470.

Hoffman, D. L., & T. P. Novak (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.

Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927-939.

Howard, J. (1989). Consumer Behavior in Marketing Strategy. Prentice-Hall, New York, NY.

Hsu, Y. (2015). Organizational Innovation Strategies: The Value Cocreation Strategy (VCS) Model. International Journal of Organizational Innovation, 8(2), 6-20.

Hunt, S. D., & Nevin, J. R. (1974). Power in a channel of distribution: sources and consequences. Journal of Marketing Research, 11(2), 186-193.

Javalgi, R. G., Traylor, M. B., Gross, A. C., & Lampman, E. (1994). Awareness of sponsorship and corporate image: An empirical investigation. Journal of Advertising, 23(4), 47-58.

Kabadayi, E. T., & Alan, A. K. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 11(6), 81-88.

Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742.

Keller, K. L. (2001). Building Customer-Based Brand Equity. Marketing Management, 10 (2), 14 - 19.

Kennedy, D., & Sherril, H. (1993). Nurturing corporate images. European Journal of marketing, 11(3), 119-164.

Kim, H.-W., Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust?. Electronic Commerce Research and Applications, 11(3), 241-252.

Kim, J., & Park, J. (2005). A consumer shopping channel extension model: Attitude shift toward the online store. Journal of Fashion Marketing and Management, 9(1), 106–121.

Kwon, W. S., & Lennon, S. J. (2009). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 62(5), 557-564.

Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980-986.

Lau, K. C., & Phau, I. (2007). Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution. Psychology & Marketing, 24(5), 421-444.

Lee, C.H.; Eze, U.C., & Ndubisi, N.O. (2011). Analyzing key determinants of online repurchase intentions. Asia Pacific Journal of Marketing and Logistics, 23(2), 200–221.

Lee, K. C., Kang, I., & McKnight, D. H. (2007). Transfer from offline trust to critical online perceptions: an empirical study. IEEE Transactions on Engineering Management, 54(4), 729-741.

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.

Lien, C.H.; Wen, M.J., & Wu, C.C. (2011). Investigating the relationships among e-service quality, perceived value, satisfaction, and behavioral intentions in Taiwanese online shopping. Asia Pacific Management Review, 16(3), 211–223.

Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282.

Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word‐of‐mouth. Tourism Review, 65(3), 16-34.

Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust, and prior online purchase experience toward customers’ online purchase intention. International Business Research, 3(3), 63–76.

Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.

MacKinnon, D. P., Krull, J. L., & Lockwood, C. M. (2000). Equivalence of the mediation, confounding and suppression effect. Prevention Science, 1(4), 173-181.

Mainardes, W. E., de Almeida, C. M., & de-Oliveira, M. (2019). E-Commerce: an analysis of the factors that antecede purchase intentions in an emerging market. Journal of International Consumer Marketing, 31(5), 447-468.

Malhotra, N. K., Kim, S. S., & Patil, A. (2006). Standard method variance in IS research: A comparison of alternative approaches and a reanalysis of past research. Management Science, 52(12), 1865-1883.

Mallapragada, G., Chandukala, S. R., & Liu, Q. (2016). Exploring the effects of “What”(product) and “Where”(website) characteristics on online shopping behavior. Journal of Marketing, 80(2), 21-38.

Mann, M. K., & Liu-Thompkins, Y. (2019). “Shopping online? The role of imagination and gender. European Journal of Marketing, 53(12), 2604-2628.

Milan, G.S., Eberle, L., & Bebber, S. (2015). Perceived value, reputation, trust, and switching costs as determinants of customer retention. Journal of Relationship Marketing, 14(2), 109-123.

Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk, and purchase intention. Current Issues in Tourism, 21(6), 616-645.

Monroe, K. B. (1973). Buyers’ subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80.

Montoya-Weiss, M. M., Voss, G. B., & Grewal, D. (2003). Determinants of online channel use and overall satisfaction with a relational, multichannel service provider. Journal of the Academy of Marketing Science, 31(4), 448-458.

Moon, J. (2007). Corporate image effects on consumers’ evaluation of brand trust and brand affect. Journal of Global Academy of Marketing, 17(3), 21-37.

Nguyen, N., & Leblanc, G. (2001a). Corporate image and corporate reputation in consumers’ retention decisions in services. Journal of Retailing and Consumer Services, 8, 227–236.

Nguyen, N., & LeBlanc, G. (2001b). Image and reputation of higher education institutions in student’s retention decisions. The International Journal of Educational Management, 15 (6), 303-311.

Nunnally, J. C. (1994). Psychometric theory 3E, Tata McGraw-Hill Education.

O’Connell (2020). Retail market worldwide - Statistics & Facts. Accessed 22 June 2020.

Pappas, N. (2016). Marketing strategies, perceived risks, and consumer trust in online buying behavior. Journal of Retailing and Consumer Services, 29, 92-103.

Parasuraman, A., Zeithaml, V.A., & Malhotra (2005). E-SQUAL: A multiple-items scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.

Park, J., & Kim, R. B. (2022). Importance of offline service quality in building loyalty of OC service brand. Journal of Retailing and Consumer Services, 65 (2002), 1-8.

Pascual-Miguel, F. J., Agudo-Peregrina, Á. F., &Chaparro-Peláez, J. (2015). Influences of gender and product type on online purchasing. Journal of Business Research, 68(7), 1550-1556.

Peng, L., Zhang, W., Wang, X., & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317-328.

Podsakoff, P. M. and Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544.

Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.

Pool A. K., Pool M. K., & Taghipourian M. J. (2016). Customer satisfaction through corporate reputation: The mediating role of perceived value. International Journal of Humanities and Cultural Studies, 3(2), 1424-1434.

Pura, M. (2005). Linking perceived value and loyalty in location-based mobile services. Managing Service Quality, 15(6), 509–538.

Ram, S. (1987). A model of innovation resistance. Advances in Consumer Research, 14(1), 208-212.

Ratnasingham, P. (1998). The importance of trust in electronic commerce. Internet Research: Electronic Networking Applications and Policy. 8(4), 313‐321.

Rexha, N., John, R.P., & Shang, A.S. (2003). The impact of the relational plan on adoption of electric banking. Journal of Services Marketing, 17(1), 53‐67.

Sands, S., Ferraro, C., Campbell, C., & Pallant, J. (2016). Segmenting multichannel consumers across search, purchase and after-sales. Journal of Retailing and Consumer Services, 33, 62-71.

Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental studies: new procedures and recommendations. Psychological Methods, 7(4), 422-445.

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150-167.

So, K.K.F., King, C., Hudson, S., & Meng, F. (2017). The missing link in building customer brand identification: the role of brand attractiveness. Tourism Management, 59, 640–651.

Sophonsiri, S., & Polyorat, K. (2009). The impact of brand personality dimensions on brand association and brand attractiveness: the case study of KFC in Thailand. Journal of Global Business and Technology, 5(2), 51–62.

Stewart, K. J. (2003). Trust transfer on the world wide web. Organization Science, 14(1), 5-17.

Stewart, K. J., & Zhang, Y. (2003). Effects of Hypertext Links on Trust Transfer. Proceedings of the 5th international conference on Electronic commerce: ACM, pp. 235-239.

Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219.

Suntornpithug, N. and Khamalah, J. (2010). Machine and Person Interactivity: The Driving Forces Behind Influences on Consumers' willingness to Purchase Online. Journal of Electronic Commerce Research, 11(4), 299-325.

Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1997). Retail service quality and perceived value: A comparison of two models. Journal of Retailing and Consumer Services, 4(1), 39-48.

Tellis, G. J., & Wernerfelt, B. (1987). Competitive price and quality under asymmetric information. Marketing Science, 6(3), 240-253.

Teng, H., Xia, Q., Shou, J., & Zhao, J. (2023). Positive or negative spillover? The influence of online channel satisfaction on offline channel adoption. Journal of Business Research, 154(2023), 1-9.

Thaichon, P. (2017). Consumer socialization process: The role of age in children's online shopping behavior. Journal of Retailing and Consumer Services, 34, 38-47.

Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32 (6), 405-421.

Verhagen, T., & Van Dolen, W. (2009). Online purchase intentions: A multi-channel store image perspective. Information & Management, 46(2), 77-82.

Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.A. (2009). Customer experience creation: determinants, dynamics, and management strategies. Journal of Retailing, 85(1), 31-41.

Wagner, G., Schramm-Klein, H., & Steinmann, S. (2020). Online retailing across e-channels and e-channel touchpoints: Empirical consumer behavior studies in the multichannel e-commerce environment. Journal of Business Research, 107, 256-270.

Wood, L. (1999). Market power and its measurement. European Journal of Marketing, 33(56), 612-633.

Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768-2776.

Wu, W. Y., & Ke, C. C. (2015). An online shopping behavior model integrating personality traits, perceived risk, and technology acceptance. Social Behavior and Personality: An International Journal, 43(1), 85-97.

Yang, S., Lu, Y., & Chau, P. Y. (2013). Why do consumers adopt online channels? An empirical investigation of two-channel extension mechanisms. Decision Support Systems, 54(2), 858-869.

Yang, S., Lu, Y., Zhao, L., & Gupta, S. (2011). Empirical investigation of customers’ channel extension behavior: Perceptions shift toward the online channel. Computers in Human Behavior, 27(5), 1688-1696.

Yang, Y., Gong, Y., Yu, B., Zhang, J., & He, T. (2016). What drives online-to-offline commerce: From a perspective of the consumer. The Fifteenth Wuhan International Conference on E-Business, WHICEB 2016 Proceedings, 288-296.

Yoon, H. H., Kim, J. S., & Oh, J. K. (2012). Principle of Marketing. Seoul: Chongmok Publishing Co.

Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image, and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442-456.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Zeithaml, V.A., Parasuraman, A., & Malhotra (2002). Service quality delivery through websites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30, 362-375.

Zhang, S., Pauwels, K., & Peng, C. (2019). The impact of adding online-to-offline service platform channels on firms’ offline and total sales and profits. Journal of Interactive Marketing, 47(1), 115-128.

Zhong, Y., Shen, W., & Ceryan, O. (2023). Information provision under showrooming and webrooming. Omega, 114(2023), 1-12.


  • There are currently no refbacks.

Copyright (c) 2023 Osman Gök, Pervin Ersoy, Gülmüş Börühan

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2



Web of Science - Emerging Sources Citation Index - Clarivate Analytics

Journal Citation Reports (JCR) 2021, 2022, 2023