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首页> 外文期刊>Journal of interactive marketing >Third-party Privacy Certification as an Online Advertising Strategy: An Investigation of the Factors Affecting the Relationship between Third-party Certification and Initial Trust
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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

机译：第三方隐私认证作为一种在线广告策略：对影响第三方认证与初始信任关系的因素的调查

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摘要

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 with223 participants using a 2 (third-party seal: present vs. absent) x 2 (purchase-decision involvement: low vs. high) x 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.
机译：这项研究的目的是评估使用不熟悉的在线零售商的订购页面上的知名第三方隐私密封来实施在线广告策略的可能性。使用2（第三方盖章：存在或不存在）x 2（参与购买决策：低与高）x 2（信任的倾向：低与高）×2（隐私）对223名参与者进行了在线实验保护自我效能：对象之间的设计比较低。结果提供了从知名的第三方印章到不熟悉的零售商网站的信任转移的证据，表明印章的存在提高了对该网站的初始信任，并且印章存在的影响是由感知到的隐私权赋予的。结果还表明，密封效果受购买决策参与程度，信任感和自我效能的影响。讨论了理论解释和管理意义。

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