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 language | English |
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Pages (from-to) | 163-180 |
Number of pages | 18 |
Journal | Journal of Promotion Management |
Volume | 9 |
Issue number | 1-2 |
DOIs | |
Publication status | Published - 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)