Premium
Consumer Perceptions of CPA WebTrust SM Assurances: Evidence of an Expectation Gap
Author(s) -
Houston Richard W.,
Taylor Gary K.
Publication year - 1999
Publication title -
international journal of auditing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.583
H-Index - 21
eISSN - 1099-1123
pISSN - 1090-6738
DOI - 10.1111/1099-1123.00051
Subject(s) - business , product (mathematics) , the internet , quality (philosophy) , value (mathematics) , service (business) , perception , accounting , marketing , psychology , philosophy , geometry , mathematics , epistemology , machine learning , neuroscience , world wide web , computer science
The AICPA/CICA has established WebTrust SM to respond to consumer concerns about the risks of making purchases over the Internet. While WebTrust SM provides assurances related to Internet vendors' business and security practices, it does not provide assurances with respect to product or service quality. This paper examines perceptions of the assurances provided by WebTrust SM and the effect of WebTrust SM on the willingness to make Internet purchases by asking 106 accounting majors to complete a case concerning a company engaging in electronic commerce. Results suggest that, while WebTrust SM provided no additional assurances with respect to business and security practices, it resulted in higher perceived product quality. This paper also finds that product quality is the most important determinant of subjects' willingness to purchase from a Web site displaying the WebTrust SM seal. The results suggest an expectation gap and suggest that the AICPA/CICA should examine closely the value added by WebTrust SM and better communicate its purpose.