An-experimental-evaluation-of-the-effects-of-internal-and-external-e-Assurance-on-initial-trust-formation-in-B2C-e-commerce_2009_International-Journal-of-Accounting-Information-Systems文档文档文档.pdf

International Journal of Accounting Information Systems 10 (2009) 152–170 Contents lists available at ScienceDirect International Journal of Accounting Information Systems An experimental evaluation of the effects of internal and external e-Assurance on initial trust formation in B2C e-commerce Tammy Bahmanziari a, Marcus D. Odom b,⁎, Joseph C. Ugrin c a Middle Tennessee State University, United States b Southern Illinois University, United States c Kansas State University, United States a r t i c l e i n f o a b s t r a c t Article history: Both “internally-provided” (IPeA) and “externally-provided” (EPeA) Received 4 August 2005 e-Assurances are being used by e-commerce businesses to build trust Received in revised form 12 September 2008 amongst consumers by alleviating concerns about the privacy and Accepted 4 November 2008 security of e-commerce transactions. The primary focus of this study is to test the effectiveness of EPeA on increasing trust and purchase Keywords: intentions among potential consumers, and to test if EPeA have an Trust Assurance additional effect beyond e-Assurances provided internally (IPeA). Our e-commerce findings show the presence of EPeA did not affect consumers trust or WebTrust purchase intentions, nor did the presence of EPeA increase trust or e-Assurance purchase intentions beyon