Branded product information search on the Web: The role of brand trust and credibility of online information sources

Drawing upon the cost–benefit framework and trust mechanism as a risk reducer, this study examines the influence of brand factors and source credibility on branded product information Web searches. The online survey was conducted within the pre-purchase context of digital camera brands. The results revealed that brand factors did not influence overall branded information search efforts. However, brand trust and source credibility appeared to influence the different types of online information sources sought.