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The effects of WebTrust assurance on consumers' web purchase decisions: An experiment

Ruey‐Dang Chang (Department of Accounting, National Chung Hsing University, Taichung, Taiwan, ROC)
Chun‐Ju Fang (Department of Accounting, National Changhua University of Education, Changhua, Taiwan, ROC)
Yee‐Chy Tseng (Department of Accounting, National Kaohsiung University of Applied Sciences, Kaohsiung, Taiwan, ROC)

Online Information Review

ISSN: 1468-4527

Article publication date: 13 April 2012

1385

Abstract

Purpose

The 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/approach

In an experiment, several scenarios were manipulated to simulate a number of web purchase environments in which participants make decisions online.

Findings

The 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/value

This 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.

Keywords

Citation

Chang, R., Fang, C. and Tseng, Y. (2012), "The effects of WebTrust assurance on consumers' web purchase decisions: An experiment", Online Information Review, Vol. 36 No. 2, pp. 218-240. https://doi.org/10.1108/14684521211229048

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited

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