The Influence of WebTrust On Purchases

Abstract

We investigate the effect of the AICPA’s WebTrust seal on a company’s web site on the decision to purchase a product from a traditional store on on-line via the Web.  We also assess the effect of providing training about web certification on subject’s decisions to purchase via a traditional store or on-line.  In this study, we find that the presence of a WebTrust seal is not associated with more on-line purchases than when the WebTrust seal is not present.  Further, we find that providing training about web certification does not increase the likelihood of a purchase being made on-line rather than through a traditional store.