The Role of Third-Party Seals in Building Trust Online

Cook · Luo

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Technology Adoption and User Behaviour Digital Marketing and Social Media Privacy, Security, and Data Protection

Abstract

Third-party seal programs, such as BBBOnLine, have emerged as a thriving e-service for building consumer trust on the Internet. Given the impersonal nature of electronic commerce, third-party seals are well positioned to act as the intermediary between competitive online vendors and nervous online consumers. This article surveys the current landscape of existing third- party seal programs, examines their role in building trust between vendors and consumers, and discusses the challenges that lie ahead.

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References

1998Not So Different After All: A Cross-Discipline View Of Trust 1998Initial Trust Formation in New Organizational Relationships 1999Building consumer trust online 1998Initial Trust Formation in New Organizational Relationships 2001The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries 1999EC-Trust (Trust in Electronic Commerce): Exploring the Antecedent Factors

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2010Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion 2008Revisiting the role of web assurance seals in business-to-consumer electronic commerce 2008Effect of Brand Associations on Consumer Reactions to Unknown On-Line Brands 2010How to improve trust toward electronic banking 2010An Integrated Model of Influential Antecedents of Online Shopping Initial Trust: Empirical Evidence in a Low-Trust Environment 2006A Descriptive Content Analysis of Trust-Building Measures in B2B Electronic Marketplaces 2015Getting the most out of third party trust seals: An empirical analysis

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