Building internet trust: signalling through trustmarks
by K. Damon Aiken, Ben S. Liu, Robert D. Mackoy, Gregory E. Osland
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 1, No. 3, 2004

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.

Online publication date: Mon, 23-Aug-2004

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com