TY - JOUR
T1 - Trust promoting seals in electronic markets
T2 - An exploratory study of their effectiveness for online sales promotion
AU - Hu, Xiaorui
AU - Lin, Zhangxi
AU - Zhang, Han
N1 - Publisher Copyright:
© 2003 by The Haworth Press, Inc. All rights reserved
PY - 2002/1
Y1 - 2002/1
N2 - 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.
AB - 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.
KW - Business-to-consumer (b2c) commerce
KW - Elaboration likelihood model of persuasion (elm)
KW - Electronic commerce
KW - Electronic markets
KW - Internet
KW - Online shopping
KW - Trust
KW - Trust-promoting seals
KW - Trusted third parties (TTPS)
KW - Web promotion
KW - Web sales
KW - Willingness to buy (WTB)
UR - http://www.scopus.com/inward/record.url?scp=84985987474&partnerID=8YFLogxK
UR - https://www.tandfonline.com/doi/abs/10.1300/J057v09n01_13
U2 - 10.1300/J057v09n01_13
DO - 10.1300/J057v09n01_13
M3 - Journal article
AN - SCOPUS:84985987474
SN - 1049-6491
VL - 9
SP - 163
EP - 180
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 1-2
ER -
