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

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… (More)

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