TRUSTe: an online privacy seal program
Communications of the ACM
Internet-based e-shopping and consumer attitudes an empirical study
Information and Management
Understanding online purchase intentions: contributions from technology and trust perspectives
European Journal of Information Systems
What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology
International Journal of Electronic Commerce
The DeLone and McLean Model of Information Systems Success: A Ten-Year Update
Journal of Management Information Systems
Consideration sets in online shopping environments: the effects of search tool and information load
Electronic Commerce Research and Applications
Trust-Assuring Arguments in B2C E-commerce: Impact of Content, Source, and Price on Trust
Journal of Management Information Systems
The influence of the commercial features of the Internet on the adoption of e-commerce by consumers
Electronic Commerce Research and Applications
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Most companies involved in e-commerce use trust-promoting messages to persuade consumers that the websites they visit are safe. Although these messages are common, many consumers still hesitate to use a credit card online. To understand why, we applied social judgment theory and Cialdini's model of persuasion in an experiment exploring the extent to which trust-promoting messages can be used to change consumers' attitudes toward online credit card use. By manipulating message proximity and message source, we found that authority-plus-contrast-plus-scarcity was the most persuasive combination, and there was no significant difference between international and domestic trustmarks. Consumers with positive credit card attitudes were included as a control condition. The results show that the authority-plus-contrast-plus-scarcity combination was essential for consumers holding the same positive attitude, because there was no significant attitude change in this condition. Our findings help shopping websites analyze their existing trust-promoting messages and improve them by adding persuasive elements.