The Influence of Website Design, Subjective Norms and Ease of Use on Brand Trust Mediated by Perceived Usability: Conceptual Review

This study aims to explore the conceptual framework of the mediating role of perceived usefulness in the relationship between website design, subjective norms, ease of use, and brand trust, adopting Self-Determination Theory and Conservation of Resources Theory. The methodology uses a structured conceptual framework, synthesizing literature from various relevant previous studies for the development and analysis of the conceptual model. The analysis results indicate that although website design, subjective norms, and ease of use directly influence brand trust, empirical inconsistencies suggest the presence of unidentified mediating variables. It is hoped that the presence of perceived usefulness will bridge the gaps in previous research. The originality of this research lies in its emphasis on the role of perceived usefulness as a mediator, which has not been comprehensively explored in this context before. The practical implication of this research is the importance of optimizing website design, aligning with positive subjective norms, and enhancing ease of use to increase perceived usefulness, ultimately improving brand trust.