1 Trust Promoting Seals in Electronic Markets : An Exploratory Study of Their Effectiveness for Online Sales Promotion
نویسندگان
چکیده
ABSTRACT. In order to promote web sales, companies conducting electronic commerce are constantly seeking viable and efficient ways to increase web traffic. One approach is to build consumers’ trust, and ultimately to increase web sales. Many business-to-consumer online merchants follow this approach and display trust-promoting seals on their websites. However, whether these seals really fulfill the tasks they have promised has remained unexplored. This study empirically examines the influence of trust-promoting seals on consumers’ online purchasing decisions. The results show that the trust-promoting seals are generally effective in promoting web sales, and some seals enhance promotion better than others.
منابع مشابه
Myth or Reality: Effect of Trust-Promoting Seals in Electronic Markets
With the unprecedented growth of the Internet, business -to-consumer (B2C) commerce has grown to vast proportions. However, after years of practice, how to promote consumers’ trust towards their storefronts is still the most critical challenge for B2C online merchants (Hoffman and Novak 1996, Jarvenpaa et al. 2000, Kovar et al. 2000). Presently, the main strategy for online B2C merchants is to ...
متن کاملGetting the most out of third party trust seals: An empirical analysis
Electronic markets have successfully adopted third party trust seals as a self-regulatory mechanism to enhance consumer trust. While there exist many papers supporting the effectiveness of trust signals, interaction between trusts seals and contextual factors in e-commerce (e.g., value of shopping carts, number of trust seals displayed, shopper experience and retailer’s sales volume) is an unde...
متن کاملInvestigating the Effect of Social Business Characteristics on Trust and Willingness to Partnership
Objective Social business is a sub-category of electronic business that seeks social, innovative and cooperative approaches within online markets and also uses social media to attract social partnership and cooperation of such network users to support online purchasing and services. Trust is considered as an effective factor leading to successful social business. Because of the growing populari...
متن کاملInformation Assurance in B2C Websites for Information Goods/Services
Consumer fraud on the Internet is slowly mounting, resulting in appreciable monetary losses, and growing distrust of e-commerce websites. Information assurance has been proposed to be one solution to counter this, to which consumers have also been favorably receptive. We explore here the extent of adoption of such assurance among Business-to-Consumer (B2C) information goods/services websites. T...
متن کاملUsers can't be fooled - The role of existing vs. fictitious third party web assurance seals on websites
For secure online behaviour, individual attitudes like the users’ trust in websites are just as important as technical security means. One possibility to accomplish trust in the web environment is the use of third party web assurance seals. Still, the effects of such security indicators are discussed controversially. Previous studies indicated that online users are vulnerable to visual deceptio...
متن کامل