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

Author

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  • Kim, Kyongseok
  • Kim, Jooyoung

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.

Suggested Citation

  • Kim, Kyongseok & Kim, Jooyoung, 2011. "Third-party Privacy Certification as an Online Advertising Strategy: An Investigation of the Factors Affecting the Relationship between Third-party Certification and Initial Trust," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 145-158.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:3:p:145-158
    DOI: 10.1016/j.intmar.2010.09.003
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    2. Casado-Aranda, Luis-Alberto & Dimoka, Angelika & Sánchez-Fernández, Juan, 2019. "Consumer Processing of Online Trust Signals: A Neuroimaging Study," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 159-180.
    3. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    4. Julian Löbbers & Sebastian Lins & Theresa Kromat & Alexander Benlian & Ali Sunyaev, 2022. "A multi-perspective lens on web assurance seals: contrasting vendors’ intended and consumers’ perceived effects," Electronic Commerce Research, Springer, vol. 22(4), pages 1573-1615, December.
    5. Zhang, Yin & Lu, Baozhou & Zheng, Haidong, 2020. "Can buzzing bring business? Social interactions, network centrality and sales performance: An empirical study on business-to-business communities," Journal of Business Research, Elsevier, vol. 112(C), pages 170-189.
    6. Min Chung Han, 2021. "Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 255-272, June.
    7. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    8. Wang, Yichuan & Herrando, Carolina, 2019. "Does privacy assurance on social commerce sites matter to millennials?," International Journal of Information Management, Elsevier, vol. 44(C), pages 164-177.
    9. Bleier, Alexander & Eisenbeiss, Maik, 2015. "The Importance of Trust for Personalized Online Advertising," Journal of Retailing, Elsevier, vol. 91(3), pages 390-409.
    10. Chiet-Bing Wong, 2024. "The Influence of Perceived Relative Advantage on Customers' Initial Trust Towards Unfamiliar Online Store Retailer," GATR Journals jmmr333, Global Academy of Training and Research (GATR) Enterprise.
    11. 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.
    12. Brad Love & Michael Mackert & Kami Silk, 2013. "Consumer Trust in Information Sources," SAGE Open, , vol. 3(2), pages 21582440134, June.
    13. Bandara, Ruwan & Fernando, Mario & Akter, Shahriar, 2020. "Explicating the privacy paradox: A qualitative inquiry of online shopping consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    14. Löbbers, Julian & Lins, Sebastian & Kromat, Theresa & Benlian, Alexander & Sunyaev, Ali, 2024. "A multi-perspective lens on web assurance seals: contrasting vendors' intended and consumers' perceived effects," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 151012, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    15. Ibrahim A. Elshaer & Alaa M. S. Azazz & Sameh Fayyad & Abdulaziz Aljoghaiman & Eslam Ahmed Fathy & Amr Mohamed Fouad, 2025. "From Asymmetry to Satisfaction: The Dynamic Role of Perceived Value and Trust to Boost Customer Satisfaction in the Tourism Industry," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-38, April.

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