Abstract:

OBJECTIVE: The purpose of this study is to examine the direct impact of the perceivedsecurity about the website of a brand and the quality of the information obtainedonline about that brand on perceived online brand trust and the direct impact ofperceived online brand trust on brand image within the same research model.The study was conducted on the brand kitapyurdu.com and research assistantsat Turkish universities, who are assumed to be the most frequent online bookbuyers in Turkey. According to the research results, the perceived security of thewebsite of the brand and the quality of the online information about the brandhad a positive significant effect on online brand trust and online brand trust hada positive significant effect on online brand image. The study also found that,with respect to the brand kitapyurdu.com, online brand image, online brandtrust, the perceived security of the website of the brand and the quality of theonline information about the brand varied significantly depending on thefrequency of online purchasing.METHODS: RESULTS: CONCLUSION

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