Trust promoting seals in electronic markets: An exploratory study of their effectiveness for online sales promotion

Xiaorui Hu, Zhangxi Lin, Han Zhang

Research output: Contribution to journalJournal articlepeer-review

51 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)163-180
Number of pages18
JournalJournal of Promotion Management
Volume9
Issue number1-2
DOIs
Publication statusPublished - Jan 2002

Scopus Subject Areas

  • Marketing

User-Defined Keywords

  • Business-to-consumer (b2c) commerce
  • Elaboration likelihood model of persuasion (elm)
  • Electronic commerce
  • Electronic markets
  • Internet
  • Online shopping
  • Trust
  • Trust-promoting seals
  • Trusted third parties (TTPS)
  • Web promotion
  • Web sales
  • Willingness to buy (WTB)

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