信任标记与电子商务外文文献原文Trustmarks_ Strategies for exploiting their full potential in e-commerce.pdfVIP

Business Horizons (2019) 62, 237—247 Available online at ScienceDirect /locate/bushor Trustmarks: Strategies for exploiting their full potential in e-commerce a,* b c Frauke Mattison Thompson , Sven Tuzovic , Corina Braun a Amsterdam Business School, University of Amsterdam, Amsterdam, Netherlands b QUT Business School, Queensland University of Technology, Australia c School of Business, Economics, Social Sciences, University of Hohenheim, Stuttgart, Germany KEYWORDS Abstract Internet-based commerce has undergone explosive growth over the past Trustmark; decade and is expected to keep growing. With the increasing popularity of online E-commerce; marketplaces, trust is seen as a key foundation for consumers’ willingness to Willingness to purchase, in particular, from unknown sellers. While trust has been examined in purchase; various contexts, limited focus has been placed on the importance of displaying Customer trust institutional trust assurances such as trustmarks on retailers’ websites. We con- ducted two studies into how the use of trustmarks impacts consumer trust, consumer risk perceptions, and, consequently, influences consumer purchase intentions. The results of the two studies suggest that the use of trustmarks increases consumer online trust and purchase intentions, as well as