Governance Mechanisms as a Means of Increasing Consumer Trust in Online Exchanges: A Signaling Perspective

Many consumers seem to be uncomfortable or unwilling in making online transactions. This lack of trust stems in part from the online exchange process itself where consumers are deprived of many traditional cues that they would use to evaluate this process. This research focuses on consumer perceptions of regulatory governance in online exchanges and how signals of governance might act to increase consumer trust in online transac-tions. An experimental methodology was used to examine the effects of different types of structures on consumer perceptions and to provide direction for public policy makers as well as online businesses and private regulatory entities.

Name thesis:degree_name

Ph. D.

Level thesis:degree_level

doctoral

Discipline thesis:degree_discipline

Marketing

Department dc:contributor.department

Marketing

Grantor dc:publisher

Virginia Tech

Year dc:date.issued

2001

Author dc:creator

• Cook, Don Lloyd

Chair dc:contributor.committeechair

• Sirgy, M. Joseph

Committee members dc:contributor.committeemember

• Brown, James R.
• Ozanne, Julie L.
• Hiller, Janine S.
• Barkhi, Reza

• online
• governance
• privacy
• regulation

Statement dc:rights

• In Copyright

Licence dc:rights.uri

• http://rightsstatements.org/vocab/InC/1.0/

Dc Identifier Other

etd-04022003-153657

OAI identifier oai:identifier

oai:vtechworks.lib.vt.edu:10919/26589