網際網路的發展，使得電子商務得以盛行，有許多的網路商店出現。這些網路商店在初期都會面對消費者信任的問題。主要原因是消費者不熟悉網路商店，會擔心風險的相關問題，而不願在此網路商店有一些行為。網路商店面對這些消費者時，最重要的就是建立消費者的信任，使消費者有意願在此網路上購物。本研究的主旨是了解第三方保證標章對網路消費者行為意圖之影響。
有許多第三方公正單位發展網路的保證標準，對消費者擔心在網路交易可能遇到的相關問題，建立網路商店必需遵守的標準。當網路商店能遵守這些保障消費者的保證標準，可在網站上顯示此第三方的保證標章。消費者在有保證標章的網路商店時，可以放心進行填寫個人資料或購物的行為。
本研究是採用第三方保證標章作為網路商店建立信任的策略，探討第三方保證標章對網路消費者行為意圖之影響；並加入初始信任探討的因素 (結構保證、知覺網路風險)，且進一步探討第三方保證標章影響的過程 (信號理論、信任轉移)。透過實驗室實驗法模擬法律服務的電子商務網站，並操控第三方保證標章，研究結果發現：
1. 第三方保證標章會正向影響到消費者對網路商店的信任
2. 第三方保證標章也會透過消費者知覺保證的程度，正向影響對網路商店的信任。
3. 消費者的結構保證會正向影響消費者知覺保證，進而正向影響到消費者對網路商店的信任。
4. 消費者的知覺網路風險會負向影響消費者的行為意圖，而對網路商店的信任會正向影響消費者的行為意圖。

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