Myth or Reality: Effect of Trust-Promoting Seals in Electronic Markets
نویسندگان
چکیده
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 display trust-promoting seals on their websites. They hope to use these seals provided by some trusted third parties (TTPs) to assure consumers that they are trustworthy online merchants. In this research, we refer to all the signs, logos or seals attached to an online storefront, which aim to promote consumers’ trust, as trust-promoting seals.
منابع مشابه
1 Trust Promoting Seals in Electronic Markets : An Exploratory Study of Their Effectiveness for Online Sales Promotion
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