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

  • Empirical Research
  • Published:
European Journal of Information Systems

Abstract

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.

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Acknowledgements

The authors thank the SE, AE and the review team for the critical comments that have greatly improved the quality of the paper. The research of first and fourth authors has been supported by the National Science Foundation under grant number 1241768 and grant numbers 1227353, 1241709, 1419856 respectively. The research of the third author has been supported by a 2014 School of Business Administration Spring/Summer Research Fellowship at Oakland University.

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Authors and Affiliations

  1. Information Technology and Decision Sciences, University of North Texas, Denton, U.S.A.

    Dan J Kim

  2. Department of Business Administration, Sahmyook University, Seoul, South Korea

    Myung-Seong Yim

  3. Department of Decision and Information Sciences, School of Business Administration, Oakland University, Rochester, U.S.A.

    Vijayan Sugumaran

  4. Management Science and Systems, School of Management, University at Buffalo, Buffalo, U.S.A.

    H Raghav Rao

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  1. Dan J Kim
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  2. Myung-Seong Yim
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  3. Vijayan Sugumaran
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  4. H Raghav Rao
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Correspondence to Vijayan Sugumaran.

Appendices

Appendix A

Table A1

Table A1 Assurance dimensions of WASS
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Appendix B

Table B1

Table B1 Measurement items
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Appendix C

Table C1

Table C1 Common method bias analysis
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Kim, D., Yim, MS., Sugumaran, V. et al. Web assurance seal services, trust and consumers’ concerns: an investigation of e-commerce transaction intentions across two nations. Eur J Inf Syst 25, 252–273 (2016). https://doi.org/10.1057/ejis.2015.16

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