THE IMPACT OF UNIVERSITY WEBSITE QUALITY ON BRAND TRUST AND BRAND LOYALTY: THE MODERATING ROLE OF PERSONAL MOTIVATION

Abstract

This research seeks to investigate how the quality of a university's website affects brand trust and loyalty, while also considering the moderating role of individual motivation. A quantitative methodology was employed, with data collected through a self-administered survey. This article provides several significant contributions to the existing body of knowledge by illustrating how enhancements in website quality can bolster brand trust and loyalty, with personal motivation serving as a critical moderating factor. Over 390 online surveys were distributed and subsequently collected. A structural model employing regression and correlation analyses was utilised to test the hypotheses. The study sample comprised international students from Africa, the Middle East, and various regions of Europe, all of whom visited the websites of universities in North Cyprus. The findings revealed that the quality of a university's website has a direct effect on brand trust, which in turn directly influences brand loyalty. However, brand trust was identified as only a partial mediator between website quality and brand loyalty. Additionally, personal motivation was not found to moderate the relationship between the moderator and the criterion variable. Despite the significant implications for university management, policymakers, researchers, and students, the relationships among website quality, brand trust, brand loyalty, and personal motivation are not without limitations. Recommendations for future research are also provided.