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National Chung Hsing University Institutional Repository - NCHUIR > 管理學院 > 會計學系所 > 依資料類型分類 > 期刊論文 >  The effects of WebTrust assurance on consumers' web purchase decisions: An experiment

Please use this identifier to cite or link to this item: http://nchuir.lib.nchu.edu.tw/handle/309270000/144985

標題: The effects of WebTrust assurance on consumers' web purchase decisions: An experiment
作者: Chang, Ruey-Dang;Fang, Chun-Ju;Tseng, Yee-Chy
Contributors: Wei-Chun Wang
關鍵字: Taiwan;Consumer behaviour;Brands;Electronic commerce;Auditors;Assurance services;E-commerce;WebTrust;Web purchase decisions
日期: 2012-04
Issue Date: 2013-05-31 10:00:25 (UTC+8)
摘要: 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.
Relation: Online Information Review, Volume 36. Issue 2, page(s) 218 - 240.
Appears in Collections:[依資料類型分類] 期刊論文

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