Determining the Validity of the Model for Enhancing the Reputation of Online Brands
Keywords:
Reputation, Brand, Online Brand, Model ValidityAbstract
In the competitive world of electronic commerce, achieving a strong online reputation plays a key role in attracting customers and sustaining business performance. The present study was conducted with the aim of determining the validity of a model for enhancing the reputation of online brands. Based on its purpose, this research is classified as fundamental–applied and was implemented using a quantitative descriptive–survey method. The statistical population consisted of customers of the online brand Digikala in Khuzestan Province. Given that the population exceeded 10,000 individuals, a sample of 384 participants was selected based on Morgan’s table, and sampling was performed using a convenience sampling method. The data collection instrument was a researcher-developed questionnaire. The questionnaire’s validity was confirmed using convergent and discriminant validity criteria, and its reliability was verified with a Cronbach’s alpha coefficient of .971. Data analysis was conducted using SmartPLS 3 software and structural equation modeling. According to the findings, the model for enhancing the reputation of online brands comprises ten main factors (cultural factors, customer experience management, website quality, website security, store social responsibility, social media marketing, content marketing, targeted and intelligent advertising, product and service quality, and customer satisfaction). The GOF value of the model was calculated as .416, indicating strong model fit and validity.
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Copyright (c) 2025 Hossein Asadi (Author); Mehdi Mahmoudzadeh Vashan; Hossein Hakimpour, Hamid Rezaeifar (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
