Building Internet Trust: Signaling through Trustmarks
Document Type
Article
Publication Date
2004
Publication Title
Journal of Internet Marketing and Advertising
First Page
251
Last Page
267
DOI
http://dx.doi.org/10.1504/IJIMA.2004.005017
Abstract
Consumers' concerns about privacy, security, and control of personal information highlight the importance of trust in building marketing relationships in the computer-mediated environment. Internet firms have begun posting third-party certifications, labelled “trustmarks”, as signals of reliability, credibility, and general trustworthiness. This paper integrates the literatures on signalling theory and trust, and makes extensions to the internet. It identifies and categorises sets of internet signals, highlighting the critical role of trustmarks in the computer-mediated environment. It develops a series of propositions related to the effectiveness of trustmarks, including variables such as source and culture. Lastly, it provides direction for future research.
Rights
Version of record can be found through Inderscience Publishers.
Recommended Citation
Aiken, K. Damon; Liu, Ben S.; Mackoy, Robert D.; and Osland, Gregory E., "Building Internet Trust: Signaling through Trustmarks" (2004). Scholarship and Professional Work - Business. 234.
https://digitalcommons.butler.edu/cob_papers/234
