چگونگی بهبود نگرش مصرف کننده به سمت استفاده از کارت های اعتباری آنلاین: مطالعه تجربی
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|48405||2012||11 صفحه PDF||سفارش دهید||8554 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Electronic Commerce Research and Applications, Volume 11, Issue 4, July–August 2012, Pages 335–345
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.