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An experimental evaluation of the effects of internal and external e-Assurance on initial trust formation in B2C e-commerce

Author

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  • Bahmanziari, Tammy
  • Odom, Marcus D.
  • Ugrin, Joseph C.

Abstract

Both “internally-provided” (IPeA) and “externally-provided” (EPeA) e-Assurances are being used by e-commerce businesses to build trust amongst consumers by alleviating concerns about the privacy and security of e-commerce transactions. The primary focus of this study is to test the effectiveness of EPeA on increasing trust and purchase intentions among potential consumers, and to test if EPeA have an additional effect beyond e-Assurances provided internally (IPeA). Our findings show the presence of EPeA did not affect consumers' trust or purchase intentions, nor did the presence of EPeA increase trust or purchase intentions beyond IPeA, which raises concerns about the value of EPeA to the e-commerce community.

Suggested Citation

  • Bahmanziari, Tammy & Odom, Marcus D. & Ugrin, Joseph C., 2009. "An experimental evaluation of the effects of internal and external e-Assurance on initial trust formation in B2C e-commerce," International Journal of Accounting Information Systems, Elsevier, vol. 10(3), pages 152-170.
    • Handle: RePEc:eee:ijoais:v:10:y:2009:i:3:p:152-170
    DOI: 10.1016/j.accinf.2008.11.001
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    References listed on IDEAS

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    1. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    2. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
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    Cited by:

    1. Shah, Mahmood Hussain & Peikari, Hamid Reza & Yasin, Norjaya M., 2014. "The determinants of individuals’ perceived e-security: Evidence from Malaysia," International Journal of Information Management, Elsevier, vol. 34(1), pages 48-57.
    2. Li, Hao & Jiang, Jinhu & Wu, Mingjie, 2014. "The effects of trust assurances on consumers’ initial online trust: A two-stage decision-making process perspective," International Journal of Information Management, Elsevier, vol. 34(3), pages 395-405.
    3. Dawei Liu & Xiaohong Guo, 2017. "Exploring gender differences in acceptance of mobile computing devices among college students," Information Systems and e-Business Management, Springer, vol. 15(1), pages 197-223, February.
    4. Casado-Aranda, Luis-Alberto & Dimoka, Angelika & Sánchez-Fernández, Juan, 2019. "Consumer Processing of Online Trust Signals: A Neuroimaging Study," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 159-180.
    5. Quick, Reiner & Gauch, Kevin, 2021. "Is assurance on risk management systems relevant for bankers’ decisions?," Advances in accounting, Elsevier, vol. 55(C).
    6. Martínez-López, Francisco J. & Li, Yangchun & Su, Wan & Feng, Changyuan, 2019. "To have or have not: Buy buttons on social platforms," Journal of Business Research, Elsevier, vol. 105(C), pages 33-48.
    7. Boulianne, Emilio & Cho, Charles H., 2009. "The rise and fall of WebTrust," International Journal of Accounting Information Systems, Elsevier, vol. 10(4), pages 229-244.

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