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Research Note ---The Value of Third-Party Assurance Seals in Online Retailing: An Empirical Investigation

Author

Listed:
  • Koray Özpolat

    (College of Business Administration, University of Rhode Island, Kingston, Rhode Island, 02881)

  • Guodong (Gordon) Gao

    (Robert H. Smith School of Business, University of Maryland, College Park, Maryland, 20742)

  • Wolfgang Jank

    (College of Business, University of South Florida, Tampa, Florida, 33620)

  • Siva Viswanathan

    (Robert H. Smith School of Business, University of Maryland, College Park, Maryland, 20742)

Abstract

Third-party quality assurance seals have emerged as a prominent mechanism to reduce uncertainty and increase purchase conversion in online markets. However, systematic studies of the effectiveness of these seals are scarce. In this study, we exploit a unique data set of 9,098 shopping sessions at an online retailer's website to empirically measure the value and effectiveness of assurance seals on the likelihood of purchase by shoppers. The data set is collected from a randomized field experiment conducted by a large seal provider, which enables us to infer the causal impacts of the presence of an assurance seal. We find strong evidence that the presence of the assurance seal increases the likelihood of purchase conversion. We discuss the implications of our findings for online retailers, third-party certifiers, policymakers, and researchers.

Suggested Citation

  • Koray Özpolat & Guodong (Gordon) Gao & Wolfgang Jank & Siva Viswanathan, 2013. "Research Note ---The Value of Third-Party Assurance Seals in Online Retailing: An Empirical Investigation," Information Systems Research, INFORMS, vol. 24(4), pages 1100-1111, December.
    • Handle: RePEc:inm:orisre:v:24:y:2013:i:4:p:1100-1111
    DOI: 10.1287/isre.2013.0489
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    References listed on IDEAS

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    4. Jifeng Luo & Han Zhang & Haizheng Li, 2018. "Pricing strategies in online book industry: a comparative study," Information Systems and e-Business Management, Springer, vol. 16(4), pages 791-816, November.
    5. Wagner, Gerhard & Schramm-Klein, Hanna & Steinmann, Sascha, 2020. "Online retailing across e-channels and e-channel touchpoints: Empirical studies of consumer behavior in the multichannel e-commerce environment," Journal of Business Research, Elsevier, vol. 107(C), pages 256-270.
    6. Bonsón Ponte, Enrique & Carvajal-Trujillo, Elena & Escobar-Rodríguez, Tomás, 2015. "Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents," Tourism Management, Elsevier, vol. 47(C), pages 286-302.
    7. Eugenia Y. Huang & Shu-Chiung Lin & I-Ting Hsieh, 2023. "Online marketplace sellers’ influence on rating scores and comment orientation," Electronic Commerce Research, Springer, vol. 23(2), pages 1241-1270, June.
    8. Yicheng Song & Nachiketa Sahoo & Shuba Srinivasan & Chrysanthos Dellarocas, 2022. "Uncovering Characteristic Response Paths of a Population," INFORMS Journal on Computing, INFORMS, vol. 34(3), pages 1661-1680, May.
    9. Antonia Köster & Christian Matt & Thomas Hess, 2021. "Do All Roads Lead to Rome? Exploring the Relationship Between Social Referrals, Referral Propensity and Stickiness to Video-on-Demand Websites," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 63(4), pages 349-366, August.
    10. Tamara Dinev & Allen R. McConnell & H. Jeff Smith, 2015. "Research Commentary—Informing Privacy Research Through Information Systems, Psychology, and Behavioral Economics: Thinking Outside the “APCO” Box," Information Systems Research, INFORMS, vol. 26(4), pages 639-655, December.

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