{"language":[{"iso":"eng"}],"user_id":"245590","type":"conference","page":"154-164","title":"Diffusion and (mis)perception of internet trust marks in Germany and Italy – a comparative empirical analysis","has_accepted_license":"1","publication_identifier":{"isbn":["978-3-8440-8625-6"]},"quality_controlled":"1","editor":[{"full_name":"Überwimmer , Margarethe","last_name":"Überwimmer ","first_name":"Margarethe"},{"full_name":"Füreder, Robert","last_name":"Füreder","first_name":"Robert"},{"first_name":"Piotr","last_name":"Kwiatek","full_name":"Kwiatek, Piotr"}],"citation":{"alphadin":"<span style=\"font-variant:small-caps;\">Rüdiger, Klaus</span> ; <span style=\"font-variant:small-caps;\">Cabiddu, Francesca</span> ; <span style=\"font-variant:small-caps;\">Lorenz, Sissy</span> ; <span style=\"font-variant:small-caps;\">Hartman, Holger</span>: Diffusion and (mis)perception of internet trust marks in Germany and Italy – a comparative empirical analysis. In: <span style=\"font-variant:small-caps;\">Überwimmer , M.</span> ; <span style=\"font-variant:small-caps;\">Füreder, R.</span> ; <span style=\"font-variant:small-caps;\">Kwiatek, P.</span> (Hrsg.): <i>Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022</i>. Düren : Shaker Verlag, 2022, S. 154–164","ieee":"K. Rüdiger, F. Cabiddu, S. Lorenz, and H. Hartman, “Diffusion and (mis)perception of internet trust marks in Germany and Italy – a comparative empirical analysis,” in <i>Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022</i>, Steyr, 2022, pp. 154–164.","chicago":"Rüdiger, Klaus, Francesca Cabiddu, Sissy Lorenz, and Holger Hartman. “Diffusion and (Mis)Perception of Internet Trust Marks in Germany and Italy – a Comparative Empirical Analysis.” In <i>Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022</i>, edited by Margarethe Überwimmer , Robert Füreder, and Piotr Kwiatek, 154–64. Düren: Shaker Verlag, 2022.","mla":"Rüdiger, Klaus, et al. “Diffusion and (Mis)Perception of Internet Trust Marks in Germany and Italy – a Comparative Empirical Analysis.” <i>Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022</i>, edited by Margarethe Überwimmer  et al., Shaker Verlag, 2022, pp. 154–64.","apa":"Rüdiger, K., Cabiddu, F., Lorenz, S., &#38; Hartman, H. (2022). Diffusion and (mis)perception of internet trust marks in Germany and Italy – a comparative empirical analysis. In M. Überwimmer , R. Füreder, &#38; P. Kwiatek (Eds.), <i>Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022</i> (pp. 154–164). Düren: Shaker Verlag.","bibtex":"@inproceedings{Rüdiger_Cabiddu_Lorenz_Hartman_2022, place={Düren}, title={Diffusion and (mis)perception of internet trust marks in Germany and Italy – a comparative empirical analysis}, booktitle={Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022}, publisher={Shaker Verlag}, author={Rüdiger, Klaus and Cabiddu, Francesca and Lorenz, Sissy and Hartman, Holger}, editor={Überwimmer , Margarethe and Füreder, Robert and Kwiatek, PiotrEditors}, year={2022}, pages={154–164} }","ama":"Rüdiger K, Cabiddu F, Lorenz S, Hartman H. Diffusion and (mis)perception of internet trust marks in Germany and Italy – a comparative empirical analysis. In: Überwimmer  M, Füreder R, Kwiatek P, eds. <i>Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022</i>. Düren: Shaker Verlag; 2022:154-164.","short":"K. Rüdiger, F. Cabiddu, S. Lorenz, H. Hartman, in: M. Überwimmer , R. Füreder, P. Kwiatek (Eds.), Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022, Shaker Verlag, Düren, 2022, pp. 154–164."},"keyword":["B2C e-commerce","online shopping","trust mark","Germany","Italy"],"file_date_updated":"2023-05-30T15:48:32Z","oa":"1","_id":"2859","file":[{"date_created":"2023-05-30T15:48:32Z","date_updated":"2023-05-30T15:48:32Z","creator":"kruediger","file_name":"Ruediger_etal_Trust_marks_GER_IT.pdf","access_level":"open_access","relation":"main_file","file_id":"3065","content_type":"application/pdf","file_size":175258,"success":1}],"status":"public","conference":{"start_date":"2022-05-12","name":"Cross-Cultural Business Conference 2022","location":"Steyr","end_date":"2022-05-13"},"publication_status":"published","author":[{"first_name":"Klaus","last_name":"Rüdiger","id":"220250","full_name":"Rüdiger, Klaus"},{"first_name":"Francesca","last_name":"Cabiddu","full_name":"Cabiddu, Francesca"},{"full_name":"Lorenz, Sissy","first_name":"Sissy","last_name":"Lorenz"},{"last_name":"Hartman","first_name":"Holger","full_name":"Hartman, Holger"}],"year":"2022","date_updated":"2023-06-19T14:16:56Z","date_created":"2023-05-09T06:58:49Z","place":"Düren","abstract":[{"lang":"eng","text":"Trust marks for online shops have been subject to intense research ever since their introduction in the\r\nUSA in 1997. The vast majority of empirical research has its focus on national trust marks schemes,\r\nwhich come from a selected country – mainly the USA. Comparative studies about trust mark schemes\r\nfrom various countries and in particular cross-cultural comparative studies operating in more than one\r\ncountry are rare or not existent. This paper addresses this research gap by comparing the diffusion and\r\nperception of the most important trust marks in Germany and Italy. Two of the examined trust mark\r\nschemes (Trusted Shops and Ecommerce Europe) are operated in both countries.\r\nThe analysis was carried out with the help of an empirical study executed in both countries. A total of\r\n598 online shoppers (381 in Germany, 217 in Italy) were surveyed with an identical questionnaire and a\r\nwebsite analysis of the most frequented online shops in Germany and Italy was performed.\r\nThe results show significant differences regarding the diffusion and the recognition of trust marks by the\r\nstudy participants. Both diffusion and recognition were higher in Germany, including the schemes operated\r\nin both countries. At the same time, the study revealed great similarities regarding the (mis-\r\n)perception of the content of the analyzed trust mark schemes. In both countries, online shoppers\r\nshowed an inadequate understanding of such certification, which means that trust marks currently do\r\nnot fulfill their purpose, namely the generation of justified trust. The major implication for researchers\r\nand practitioners clearly lies in the development of measures to improve the correct perception of trust\r\nmark schemes. The authors’ proposal is comprised of a new mindset for the development of trust mark\r\nschemes, using an outside-in approach instead of the prevailing inside-out approach."}],"publication":"Proceedings CCBC 2022 – Cross-Cultural Business Conference 2022","publisher":"Shaker Verlag"}