Web Assurance Research Articles

Mediating Role of Trust and Privacy Concerns Between Web Assurance Mechanism and Purchase Intention of Online Products

Mediating Role of Trust and Privacy Concerns Between Web Assurance Mechanism and Purchase Intention of Online Products

A multi-perspective lens on web assurance seals: contrasting vendors’ intended and consumers’ perceived effects

Web assurance seals are actions taken by e-commerce vendors to increase their trustworthiness and alleviate consumers’ concerns. In their essence, web assurance seals are a product of negotiations, adoptions, and settlements among various groups of interests (e.g., seal authorities, vendors, consumers, or governmental institutions). However, previous research has hitherto used a unilateral research perspective when studying web assurance seals (i.e., either consumer- or vendor-centric), which has acted as a gridlock for web assurance seal literature development. Drawing on signaling theory, we use a ranking-type Delphi study with three distinct, yet mutually supportive expert panels (N = 60) to compare vendors’ intentions to acquire web assurance seals and perceived effects by consumers. Our results uncover a mismatch between consumers’ perceptions and vendors’ intentions of web assurance seals, unintended side effects as well as vendors targeting other stakeholders than consumers, ultimately providing starting points for research to move forward.

The Role of Web Assurance Seals in Nonprofit Giving

ABSTRACT Using a sample of the 2,000 largest nonprofit organizations in the U.S., we document that the use of web assurance seals is not as commonplace as for-profit e-commerce websites. In particular, we find that only about 14 percent of sample organizations invest in web assurance seals. Those that do provide web seals are larger, less efficient, and spend more on fundraising and information technology. Interestingly, however, our size result weakens for the very largest organizations in our sample. In addition to our contribution to the web assurance literature, we also contribute to donations research in identifying another feature important to donors in the decision to give. Specifically, we find a positive relationship between web seals and donations, indicating that providing this type of assurance attracts more donor support. We believe this is particularly interesting given the relatively few organizations adopting this type of signal in the marketplace for charitable contributions. Data Availability: Data are available from the public sources cited in the text.

Mobile (shopping) commerce intention in central Asia

PurposeAlthough East Asia and South East Asia have seen growth in mobile commerce activities, the uptake of such activities in Central Asia has been relatively low. For insight, the purpose of this paper is to investigate the impact of culture, innovation characteristics and concerns about order fulfillment on mobile commerce (shopping) intention in Central Asia.Design/methodology/approachIn total, 779 questionnaires were collected (via mall-intercept method) from cities in Kazakhstan, Kyrgyzstan and Uzbekistan. The data were then subjected to two-step structural equation modeling procedures (using SPSS AMOS V.25) for hypothesis testing.FindingsThis study revealed that innovation characteristics, system-based trust (trust in mobile technology), and concerns about order fulfillment affected mobile commerce intention in Central Asia. The strong uncertainty avoidance characteristics of societies in the region mean potential adoptee place great emphasis on trialability and security of mobile commerce. Uncertainty avoidance correlated strongly with concerns about order fulfillment, thereby significantly impacting mobile commerce intention. Power distance and collectivism correlated with observability as factors affecting mobile commerce intention. The innovation characteristics of compatibility, complexity and relative advantage directly impact mobile commerce intention in Central Asia.Research limitations/implicationsThere are several limitations in this paper. First, the data in this study are limited to Kazakhstan, Kyrgyzstan and Uzbekistan. This might affect the generalization of this study’s findings across the whole Central Asia region. Second, the respondents in this study are exposed to mobile shopping for less than 30 min before been asked to complete the survey. This might affect respondent’s confidence in mobile commerce. Future study might involve the rest of Central Asia (Tajikistan, Afghanistan and Turkmenistan). Future study might also want to investigate the impact of Web assurance seal on mobile commerce intention in Central Asia.Practical implicationsManagerial/marketing implications and recommended strategies in this study would be useful for businesses (aspirant e-vendors) in Central Asia.Originality/valueThere is limited study about mobile commerce in Central Asia. Furthermore, extant literature on mobile commerce in the region lacked age varieties or lacked multi-national and logistical perspective. This is important given the wide geographical spread of the region. This study addressed these gaps by collecting data from all segments of society in Kazakhstan, Kyrgyzstan and Uzbekistan to test propositions regarding innovation characteristics, culture, and concerns about order fulfillment as factors impacting mobile commerce intention in Central Asia.

Converting hotels website visitors into buyers

Purpose Despite the increasing utilization of webpages for the purposes of information seeking, customers’ concerns have become a crucial impediment for online shopping. The purpose of this paper is to examine the influence of the effectiveness of web assurance seals services (WASS) and customers’ concerns on customer’s willingness to book hotels through perceived website trust and perceived value. Design/methodology/approach A questionnaire was administrated to measure the study variables. Using partial least squares–structural equation modeling approach to analyze the data collected from 860 users of online hotel websites. Findings The results indicate that WASS influence positively on perceived website trust and negatively on consumers’ concerns. As well as, perceived value and trust play a mediating role in the link between WASS and consumers’ concerns and their intentions. Finally, perceived website trust and perceived value have greater effect on intention to book hotel for low-habit consumers. Research limitations/implications This study ignored the cross-culture issue as it concentrates on the customers from developing countries, so further research may need to compare between two or more than two samples from different societies that could give a significant insights. Second, this study stresses on the WASS to predict customers booking intentions that indicates significant results, so further research may need to examine the role of online reviews as a predictor of customers purchase decision as well. Originality/value To the authors’ best knowledge, this is the first empirical research that investigates and examines the influence of the effectiveness of WASS and consumers’ concerns on consumers’ intentions through perceived value and trust. This research also investigates the moderating role of habit in the link between perceived website, perceived value and consumers’ intentions.

How do assurance mechanisms interact in online marketplaces? A signaling perspective

Although multiple assurance mechanisms (e.g., third-party certification, web assurance seals, and reputation systems) are commonly used in online marketplaces to ameliorate transaction risks, there is little understanding about how different assurance mechanisms may be combined, and under what conditions these serve as substitutes or complements. From a signaling perspective, this study examines how two broad categories of assurance mechanisms, those that function as default-independent signals (signals that reveal seller quality in general and offer no direct protection to buyers should anything go wrong with transactions) and those that function as default-contingent signals (signals that reveal seller quality specific to transactions and offer direct protection to buyers should anything go wrong with transactions), interact to impact sales performance of sellers, and how this interaction may be moderated by product type (search versus experience products). Empirical results show that for transactions involving search products, a default-independent signal and a default-contingent signal substitute each other, but for transactions involving experience products, the two types of signals complement each other. The results can account for the effects of combinations of assurance mechanisms as well as how these may be moderated by contextual factors.

Web assurance seal services, trust and consumers’ concerns: an investigation of e-commerce transaction intentions across two nations

Trust is considered as a critical enabler in reducing consumer concerns regarding e-commerce transactions. Another enabler that helps reduce consumers’ concerns is Web Assurance Seal Services (WASS). We suggest that both factors help in the reduction of a critical hindrance to e-commerce, namely consumer concerns, and foster e-commerce transactions. Prior research has focused on trust in e-commerce, and separately, on the effectiveness of WASS within certain nations or cultures. However, given that e-commerce is now a global phenomenon we contend that the national or cultural characteristics of consumers are important to understand. This comparative national research attempts to fill this gap. This study makes the following contributions: It identifies a hindrance (i.e., consumers’ concerns), and two enablers (i.e., effectiveness of WASS and trust) in e-commerce technologies as a shopping channel (i.e., trust in e-Channel). It proposes consumers’ concerns for e-commerce as a second-order three-dimensional construct (i.e., security, privacy, and business integrity concern) and compares the effects of trust in e-Channel and WASS on consumers’ e-commerce transaction intention in two different national/cultural contexts (i.e., the U.S.A. and South Korea). The results of the study indicate that the perceived effectiveness of WASS of the U.S. consumers has a strong positive impact on their transaction intention and has a strong negative influence on their concerns for e-commerce. In contrast, Korean consumers’ perceived effectiveness of WASS does not significantly influence their transaction intention and their concerns for e-commerce. The results of group comparison analysis confirm that the strength of perceived effectiveness of WASS of the U.S. consumers is significantly stronger than that of Korean consumers. Interpretations from a cross-national perspective, theoretical and practical implications as well as limitations are discussed.

E-commerce assurance models and trustworthiness issues: an empirical study

Purpose – The internet provides a mechanism by which buyers and sellers meet in order to exchange goods and services online with the utmost convenience. However, there are many risks associated with the internet which, if left unattended, could continue deterring the adoption of e-commerce. These risks ultimately diminish online consumer trust in e-commerce. Web assurance models have been designed in an attempt to encourage online consumer trust through assurance. Unfortunately, many of these models have been inadequate in certain areas and this research aims to improve on them. Design/methodology/approach – It presents a comprehensive empirical survey on trustworthiness issues and e-commerce assurance models and proposes a new compliance-based e-commerce assurance model that integrates adaptive legislation, adaptive e-commerce-related standards and cooperative rating. The intelligent cooperative rating is based on the analytic hierarchy process and page-ranking techniques. Findings – Some findings of this research study influence the thinking that some of the untrustworthy sites are posing as trustworthy sites because they display web seals. The findings can be used as a reference guide to understand e-commerce assurance models, as well as the effectiveness of ensuring the trustworthiness of these models. Practical implications – The research presents deployment analysis on the use of the proposed compliance model through real life scenarios categorized as trustworthy and untrustworthy e-commerce web sites. Originality/value – This research is relevant to information management and computer security in e-commerce as a development of a newly proposed e-commerce assurance model for trustworthiness safety inspections and knowledge generation as a reference guide to understand e-commerce trustworthiness in general and e-commerce assurance models in particular detail.

Empirical Examination Of Effects Of Web Assurance Seals On Perceived Level Of Assurance And Price Tolerance With A Focus Being Placed On CPA-Associated Seals

Since the emergence of electronic commerce (e-commerce), the trustworthiness of commercial web sites has been one of the most important, persistent, and interesting issues both in industry and academia. Not surprisingly, web assurance seals have attracted considerable attention among e-commerce vendors due to its potential role as a key factor in the formation of initial trust. However, recent evidence indicates that web assurance seals fail to enhance online purchasing behavior in spite of rosy promises from seal providers. This research examines the mechanism of perceived assurance level formulation through the use of web assurance seal, seeking possible answers to whether Certified Public Accountant (CPA)-associated seals have more effect on the perceived assurance levels than non-CPA-associated seals. As such, the success of web assurance seal is contingent on multiple factors including the attributes of the assurance seal providers, the perceived value of the seal, and the familiarity of the web assurance seal. Overall, this article contributes to both practice and research by shedding light on the largely ignored phenomenon, namely, of web assurance seal failure and by exploring fundamental factors affecting web assurance seal initiatives success.

The effects of WebTrust assurance on consumers' web purchase decisions

PurposeThe purpose of this paper is to examine the effects of WebTrust assurance, issued by Certified Public Accountant (CPA) firms, on web purchase behaviour and to examine such effects provided by different‐sized CPA firms.Design/methodology/approachIn an experiment, several scenarios were manipulated to simulate a number of web purchase environments in which participants make decisions online.FindingsThe results indicate that the WebTrust assurance seal has a significant effect on consumers' web purchase willingness. An “ordering effect” was also found, in that, removing the seal has more impact than obtaining the seal, and an assurance seal issued by big firms has greater impact than one issued by smaller firms.Originality/valueThis study contributes to the existing literature by focusing on an important yet rarely addressed issue of brand assurance services. The paper helps to understand this phenomenon in a global sense. Compared to the student participants used in the previous literature, this experiment provides a practical addition to the prevalent framework of trust in e‐commerce studies. Finally the research went a further step to test whether the web assurance provided by different‐sized auditors affects web consumers' purchase decisions.

Effects of Perceived Interactivity, Perceived Web Assurance and Disposition to Trust on Initial Online Trust

We developed an interdisciplinary model to examine how online consumers' perceived interactivity, perceived Web assurance and disposition to trust affect their initial online trust. Perceived interactivity is theorized as an interpersonal-based antecedent, disposition to trust as a personality-based antecedent, and perceived Web assurance as an institution-based antecedent to initial online trust. Results indicate that both consumers' perceived interactivity and perceived Web assurance positively influence their initial online trust. Therefore, it is of importance that e-vendors make efforts to enhance online consumers' perceived interactivity of their Web sites as well as addressing consumers' major trust concerns by adopting third-party Web assurance seals.

Facilitating the adoption of e‐payment systems: theoretical constructs and empirical analysis

PurposeThe emergence of online transactions, enabled through internet media, has led to an increase in the availability of electronic payment (e‐payment) systems. This research aims to investigate, through theoretical constructs (technology acceptance model, theory of reasoned action) and an empirical analysis, the critical factors that may ensure consumer adoption of these facilities.Design/methodology/approachThis research study mainly uses the deductive approach to consider secondary sources and primary data, where hypotheses have been developed in order to demonstrate the findings. An initial literature review revealed six issues that are considered critical for e‐payment considerations. An anonymous and self‐administered survey based on the research model was developed and e‐mailed to the respondents. A total of 155 questionnaires were coded and analysed using SPSS to analyse the hypotheses.FindingsThe research proved that the perceived importance of the critical factors was correlated through security, trust, perceived advantage, assurance seals, perceived risk and usability. The results demonstrate that three of the critical factors were necessary (security, advantage, web assurance seals) and three were relatively sufficient (perceived risk, trust and usability) through customer intentions to adopt an e‐payment system.Originality/valueIt is believed that the findings represent an important contribution to the further adoption of e‐payment facilities and indeed the design of general e‐commerce systems.

The rise and fall of WebTrust

While prior research mainly focused on the impact of third-party-certified web assurance seals on consumers' perceptions and purchasing behaviors, little research has been conducted on the managerial decision-making process about the selection, implementation, and the abandonment of such seals. Of particular interest here is the WebTrust seal, jointly developed by the AICPA and the CICA. We take a qualitative case study approach to understand the motivations and rationale of a large North American telecommunications firm's management behind the decisions about the selection, implementation, and abandonment of its WebTrust seal. Our case firm was one of the first to obtain the seal on its online shopping website. Semi-structured interview results suggest that the implementation and the subsequent abandonment of WebTrust may be explained by several theoretical frameworks — the managerial accounting perspective, organizational slack theory, innovation theory, and institutional theory. First, the case firm's leader attitude in innovation, its extra resources available, coupled with the endorsement of the accounting profession led to the implementation of WebTrust. Second, when the benefits of WebTrust versus its costs were questioned and other companies increasingly abandoned the seal, our case firm decided to follow this trend.

The effects of Web assurance seals on consumers' initial trust in an online vendor: A functional perspective

This research examines the effects of third-party Web assurance seals on consumers' initial trust in online vendors from a functional perspective. The main effects and interaction effects of different seal functions (i.e., privacy assurance, security assurance, or transaction-integrity assurance) on consumers' initial trust are explored. We constructed a 2 × 2 × 2 between-participants full factorial design to conduct this lab-controlled experiment. The results demonstrate that there is an interaction between the privacy and security assurance functions such that the effect of either function on enhancing consumers' initial online trust is weakened by the presence of the other. Privacy and transaction-integrity assurance functions interact in a similar way. Consequently, Web assurance seals with multiple functions are not necessarily more effective than single-function seals in enhancing consumers' initial online trust. As the combined-function seals are currently offered in the e-markets, this finding provides insight to both Web assurance seal providers and online vendors who adopt or intend to adopt a Web assurance seal.

Increasing Online Purchasing: A Study Of Web Assurance And Web Insurance

Improving customer confidence is an important consideration, and potentially necessary ingredient, for increasing growth in electronic commerce. More than 1.2 billion people are internet users and, of that number, more than 215 million internet users live in the United States (Miniwatts Marketing Group 2008). Internet use in the United States, in fact, is second only to internet use in China (Barboza 2008). In its most recent study, the National Retail Federation (2008) estimated that U.S. online retail sales are approaching $204 billion. Past studies identified issues associated with customer concerns in online transactions, and various forms of web assurance and web insurance have emerged as commercial mechanisms to ease these concerns and promote growth in ecommerce. Both mechanisms require strategic controls by a company developing its ecommerce information system. This paper continues the stream of research aimed at understanding how consumers view online purchasing with a focus on internet users in the United States. Results indicate that participants increase purchase intentions from vendors with either web assurance or web insurance, but that participants are indifferent regarding the choice of web assurance or web insurance. Recognizing these benefits, vendors should design strong controls within ecommerce information systems that support acquisition of either web assurance or web insurance that validate system security.

Initial online trust formation: the role of company location and web assurance

PurposePrior research suggests that significant impediments to the growth in electronic commerce exist, particularly in relation to international exchanges. This paper aims to investigate the respective roles of vendor location (domestic vs international) and web assurance seals in the development of initial trusting beliefs about a vendor's web site, and to determine whether these beliefs ultimately influence online purchase intentions.Design/methodology/approachA model is developed and tested using a controlled laboratory experiment in which 181 subjects are randomly allocated to one of six web site treatments corresponding to two possible locations of the web site vendor (domestic vs international) and three web assurance states (no Web seal vs TRUSTe seal vs WebTrust seal). Data are analysed using ANCOVA and multiple regression analysis.FindingsAs hypothesised, the results suggest that geographical location does appear to influence the formation of initial trusting beliefs (perceived trustworthiness) about a vendor's websites. In contrast, web assurance seals, in general, were found to have little influence on trusting beliefs; and accountants' seals, in particular, were found to be equally ineffective as those issued by other providers. Overall, trusting beliefs were seen to strongly influence online purchase intentions.Research limitations/implicationsFuture research aimed at evaluating the relative effectiveness of various trust‐building mechanisms applicable to international vendors is warranted, as is research advancing the understanding of why assurance seals appear to be ineffective as trust‐building mechanisms. The implications of using students as surrogates for online consumers and other limitations inherent in experimental analyses ought to be considered in interpreting the study's findings.Practical implicationsThe study's findings indicate that international vendors ought to consider implementing targeted trust‐building mechanisms to compensate for being at a competitive disadvantage to their domestic counterparts. Suggested strategies are discussed in the paper. In relation to assurance seals, results suggest that the accounting profession can no longer assume to successfully leverage off its reputation for trustworthiness and integrity in extending its claims to expertise into new markets.Originality/valueNo previous study has examined the role of vendor location in the development of initial trusting beliefs. In relation to web assurance, previous studies have produced conflicting results and employed a range of research models. This study attempts to address these concerns through the use of a comprehensive and integrated theoretical model.

Implications of Web assurance services on e-commerce

The ongoing rapid growth in the popularity of the Internet is having a revolutionary impact on the way companies do business. Doing business online has become a necessity, not an option. However, some consumers are not completely comfortable using the Internet for transacting business because of concerns regarding security of their transactions. For these situations, consumer trust and confidence can be enhanced by a Web assurance service such as AICPA Trust Services. Building on prior studies, the study provides comprehensive information on current reporting requirements, differences among Web assurance services, and results of a recent consumer survey to obtain perceptions of Web assurance services. The theoretical foundation of the current study is based on the Assurance Gaps Model [Burke, K. G., Kovar, S. E., & Prenshaw, P. J. (2004). Unraveling the Expectations Gap: An Assurance Gaps Model and illustrative application. Advances in Accounting Behavioral Research, 7, 169–193]. E-business consumers (users of Web assurance services) can be dichotomized into older consumers and younger consumers, who have different expectations based on information asymmetries. Findings indicate that consumers value Web Assurance services, but younger consumers place greater value on these services than older consumers.

Revisiting the role of web assurance seals in business-to-consumer electronic commerce

There is conflicting evidence as to the current level of awareness and impact of Web Assurance Seal Services (WASSs). This study examines the effects of an educational intervention designed to increase consumer's knowledge, of security and privacy aspect of business-to-consumer (B2C) e-commerce websites and assurance seal services. The study further explores the relationships among consumers' perceptions about online security, including WASSs awareness, importance of WASS, privacy concerns, security concerns, and information quality, before and after the educational intervention. The study finds that educating consumers about the security and privacy dangers of the web, as well as the role of web assurance seals, does increase their awareness and perceived importance of the seals. However, despite this increased awareness, there is little association between these assurance seals and the two indicators of trustworthiness, concerns about privacy and perceived information quality, of an e-commerce site, even after the intervention. Only security concerns have a statistically significant relationship with WASSs awareness before and after the educational intervention. Implications for theory and practice are discussed.

Study on the Current Status and Revitalization of Web Assurance Seals

Study on the Current Status and Revitalization of Web Assurance Seals

Information Assurance Seals: How They Impact Consumer Purchasing Behavior

Public accounting firms and other independent assurance providers have developed and marketed web assurance services resulting in a seal as an indicator of compliance. Academic research finds that seals potentially meet some of the most acute consumer concerns, but that consumers have inadequate understandings about the seals, and low regard for them. This study extends the research on the role of information assurance seals as an antecedent of trust by examining the use of seals on the eBay auction site. The study analyzes a sample of transactions in which buyers acted with their own money, and had time to learn about various signals and consider their strengths. The transactions are examined to see whether presence of a seal on the seller's web page made a significant difference on actual consumer purchasing behavior. Empirical tests found significant associations between the presence of seals and consumer purchasing behavior in both auction and posted-price contexts.