بازنگری نقش مهر و موم اطمینان وب در تجارت الکترونیکی بنگاه به مصرف کننده
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|23996||2008||16 صفحه PDF||سفارش دهید||9172 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Decision Support Systems, Volume 44, Issue 4, March 2008, Pages 1000-1015
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.
نتیجه گیری انگلیسی
In order to reduce consumer's perceived privacy and security risks, e-retailers have adopted WASSs as an institutional trust signal to consumers, warranting that the licensee website has met some standard with respect to privacy and security practices. However, due to the limited awareness of WASSs, it appears that many consumers are not using them to make inferences about the trustworthiness of e-commerce sites. This study investigated whether an educational intervention would increase consumer's awareness of WASSs, as well as the extent to which they perceived such seals to be important. We further examined the relationships among the latent variables.