SIGNALING E-TAILER TRUST: EXPLORING SOURCE INFLUENCES OF INTERNET TRUSTMARKS

摘要

Marketing researchers have learned that context-specific trustmarks are effective (Aiken and Boush 2006); however, the field has yet to more rigorously investigate many of the complex signal-based communications processes surrounding trustmarks. This study provides a foundational investigation into the source influences of Internet trustmarks (i.e., any third-party mark, logo, picture, or symbol presented in an effort to dispel consumers' concerns about privacy and security). Thus, the current work has two main objectives. First, the study explores the process of trust development through the use of trustmarks. Second, the study specifically investigates the impact of source influences of trustmarks in early stages of trust transference.