ABSTRACT

The present research, drawing on the Signaling Theory, proposes a mediation model, focusing on threefold: (i) the direct relationship between brand innovativeness and brand trust, (ii) the mediating effect of MBE, and (iii) a comprehensive measurement of MBE. As a result, brand innovativeness shows no direct influence on brand trust. However, it is found that such a relationship is fully mediated by MBE, which stresses the importance of this mechanism. The study contributes to extant knowledge with a deeper understanding of how brand innovativeness affects brand trust in consideration of the mediating role of MBE in the mobile booking context. Also, the validation of the MBE measurement scale with six dimensions provides valuable insights into the literature of experiential conceptualization. Accordingly, several managerial implications are discussed.

摘要

本研究借鉴信号理论，提出了一个中介模型，重点关注三个方面：（i）品牌创新性与品牌信任之间的直接关系，（ii）MBE的中介作用，以及（iii）MBE的综合衡量。因此，品牌创新性对品牌信任没有直接影响。然而，人们发现这种关系完全由MBE介导，这强调了这种机制的重要性。考虑到 MBE 在移动预订环境中的中介作用，该研究有助于加深对品牌创新如何影响品牌信任的现有知识的了解。此外，MBE 测量量表的六个维度的验证为体验概念化文献提供了宝贵的见解。因此，