کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
379689 | 659497 | 2012 | 11 صفحه PDF | دانلود رایگان |
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.
► Consumers do not use credit cards because they feel unsafe when shopping online.
► We explore the extent to which assurances can improve such negative attitudes.
► We found that “authority + contrast + scarcity” was the most persuasive combination.
► There was no significant difference between international and domestic trustmarks.
► Consumers with positive attitudes were also included as counter evidence.
Journal: Electronic Commerce Research and Applications - Volume 11, Issue 4, July–August 2012, Pages 335–345