An International Investigation of Source Influence Effects of Internet Trustmarks

This study provides a foundational international investigation into source influence effects of Internet trustmarks (i.e., any licensed third-party mark, logo, picture, or symbol presented in an effort to dispel consumers' concerns about privacy and security). An experiment conducted in both South Korea and the United States utilizes three trustmarks identical in color scheme and design; however, the certifying source of each mark is manipulated as coming from the government, industry experts, or consumer reviews. Results show that across both samples, exposure to a trustmark has a positive effect on various outcome measures. Further, while an industry expert source appears to have the most positive influence for Korean consumers, a government-affiliated certification appears to have the most positive influence on US consumers. In addition, generalized Internet commerce trust is found to partially moderate the influence of trustmark source. Managerial implications are presented along with directions for f...