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Signals of Trustworthiness in E-Commerce: Consumer Understanding of Third-Party Assurance Seals

Author

Listed:
  • Kathryn M. Kimery

    (Saint Mary’s University, Canada)

  • Mary McCord

    (Central Missouri State University, USA)

Abstract

Signaling theory provides the framework to address three main research questions: (1) How accurately do consumers notice and recollect TPA seals on retail Web sites? (2) How familiar are consumers with major TPA seals? and (3) How accurately do consumers understand the assurances represented by the TPA seals? Results of this study of three major TPA seals (TRUSTe, BBBOnLine Reliability, and VeriSign) reveal that subjects have poor recall of TPA seals viewed on a Web site, have limited familiarity with TPA programs, and have incomplete and largely inaccurate perceptions of the assurances that TPA seals represent. These results suggest that TPA seals may not fulfill their potential to influence consumer trust in e-commerce because the signals are not noticed on merchant Web sites or adequately understood by consumers.

Suggested Citation

  • Kathryn M. Kimery & Mary McCord, 2006. "Signals of Trustworthiness in E-Commerce: Consumer Understanding of Third-Party Assurance Seals," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 4(4), pages 52-74, October.
    • Handle: RePEc:igg:jeco00:v:4:y:2006:i:4:p:52-74
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    Citations

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    Cited by:

    1. Sheng, Xiaojing & Felix, Reto & Saravade, Swapnil & Siguaw, Judy A. & Ketron, Seth C. & Krejtz, Krzysztof & Duchowski, Andrew T., 2020. "Sight unseen: The role of online security indicators in visual attention to online privacy information," Journal of Business Research, Elsevier, vol. 111(C), pages 218-240.
    2. Emilio Boulianne & Charles H. Cho, 2009. "The Rise And Fall Of Webtrust," Post-Print halshs-00459412, HAL.
    3. Boulianne, Emilio & Cho, Charles H., 2009. "The rise and fall of WebTrust," International Journal of Accounting Information Systems, Elsevier, vol. 10(4), pages 229-244.
    4. Murphy, Daniel, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," MPRA Paper 93886, University Library of Munich, Germany.
    5. Sergio Román & Pedro Cuestas, 2008. "The Perceptions of Consumers Regarding Online Retailers’ Ethics and Their Relationship with Consumers’ General Internet Expertise and Word of Mouth: A Preliminary Analysis," Journal of Business Ethics, Springer, vol. 83(4), pages 641-656, December.
    6. Julian Löbbers & Sebastian Lins & Theresa Kromat & Alexander Benlian & Ali Sunyaev, 2022. "A multi-perspective lens on web assurance seals: contrasting vendors’ intended and consumers’ perceived effects," Electronic Commerce Research, Springer, vol. 22(4), pages 1573-1615, December.
    7. Min Chung Han, 2021. "Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 255-272, June.
    8. Wang, Yichuan & Herrando, Carolina, 2019. "Does privacy assurance on social commerce sites matter to millennials?," International Journal of Information Management, Elsevier, vol. 44(C), pages 164-177.
    9. Daniel Murphy, 2019. "Increasing clicks through advanced targeting: Applying the third-party seal model to airline advertising," Post-Print hal-02458480, HAL.
    10. McCole, Patrick & Ramsey, Elaine & Williams, John, 2010. "Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1018-1024, September.
    11. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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