Selling WebTrust: An Exploratory Examination Of Factors Influencing Consumers' Decisions To Use Online Distribution Channels

Abstract

This exploratory study uses open-ended questions in the context of an actual WebTrust site to identify antecedents of consumer's decisions to use online distribution channels.  Important antecedents identified include attention to the WebTrust seal, general attitudes toward online transactions, general likelihood of purchasing online, online transaction expectations for the site, desire for personal contact, perceived convenience, perceived credibility of the site and concerns about low information security.  These results imply that practitioners can add value to their WebTrust services by helping clients recognize and adequately respond to these antecedents.