To Trust Or Not To Trust: The Impact Of WebTrust On The Perceived Trustworthiness Of A Web Site

Abstract

Despite the explosive growth of electronic commerce, many individuals are still reluc-tant to conduct business transactions on the Internet. Individuals may mistrust sending private information over the Internet or they may have concerns about the existence, performance, standing, and integrity of online businesses. In direct response to these concerns, the American Institute of Certified Public Accountants (AICPA) has developed an electronic commerce assurance service called WebTrust which is intended to improve the consumer's confidence in the process and the quality of information disclosed on vendor web sites. The purpose of this study is to shed light on the effectiveness of WebTrust by examining the influence of WebTrust on consumers' perceptions of a web site's trustworthiness. The question is investigated through a computer experiment. The results of this study are very encouraging for electronic commerce assurance services in general, and the WebTrust service in particular. Evidence is found that the presence of WebTrust on a web site has a positive impact on the perceived trustworthiness of the website. The results also show that knowledge of WebTrust plays a significant moderating role in the relationship between perceived trustworthiness and the presence of WebTrust. When subjects have prior knowledge of WebTrust they perceive a web site with WebTrust to be more trustworthy than a web site without whereas, the presence of WebTrust has no impact when subjects are uneducated about the WebTrust assurances. Also, when WebTrust is present, subjects with knowledge of WebTrust are more confident in the web site than those without knowledge of WebTrust. When WebTrust is not present, knowledge subjects are more unsure of a web site without WebTrust than those without knowledge.