Third-party Privacy Certification as an Online Advertising Strategy: An Investigation of the Factors Affecting the Relationship between Third-party Certification and Initial Trust

Kyongseok Kim and Jooyoung Kim

Journal of Interactive Marketing, 2011, vol. 25, issue 3, 145-158

Abstract: The purpose of this study is to assess the possibility of implementing an online advertising strategy using a well-known third-party privacy seal located on the order page of an unfamiliar online retailer. An online experiment was conducted with 223 participants using a 2 (third-party seal: present vs. absent)×2 (purchase-decision involvement: low vs. high)×2 (disposition to trust: low vs. high)×2 (privacy-protection self-efficacy: low vs. high) between-subjects design. The results provide evidence of trust transference from a well-known third-party seal to an unfamiliar retailer website, indicating that seal presence raised initial trust in the website and that the effects of seal presence were mediated by perceived privacy empowerment. Results also indicate that the seal effects were moderated by the level of purchase-decision involvement, disposition to trust, and self-efficacy. Theoretical explanations and managerial implications are discussed.

Keywords: Third-party privacy certification; Initial trust; Perceived privacy empowerment; Purchase-decision involvement; Disposition to trust; Self-efficacy (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (14)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996810000599
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:25:y:2011:i:3:p:145-158

DOI: 10.1016/j.intmar.2010.09.003

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().