Web assurance seal services, trust and consumers’ concerns: an investigation of e-commerce transaction intentions across two nations

Trust is considered as a critical enabler in reducing consumer concerns regarding e‐commerce transactions. Another enabler that helps reduce consumers’ concerns is Web Assurance Seal Services (WASS). We suggest that both factors help in the reduction of a critical hindrance to e‐commerce, namely consumer concerns, and foster e‐commerce transactions. Prior research has focused on trust in e‐commerce, and separately, on the effectiveness of WASS within certain nations or cultures. However, given that e‐commerce is now a global phenomenon we contend that the national or cultural characteristics of consumers are important to understand. This comparative national research attempts to fill this gap. This study makes the following contributions: It identifies a hindrance (i.e., consumers’ concerns), and two enablers (i.e., effectiveness of WASS and trust) in e‐commerce technologies as a shopping channel (i.e., trust in e‐Channel). It proposes consumers’ concerns for e‐commerce as a second‐order three‐dimensional construct (i.e., security, privacy, and business integrity concern) and compares the effects of trust in e‐Channel and WASS on consumers’ e‐commerce transaction intention in two different national/cultural contexts (i.e., the U.S.A. and South Korea). The results of the study indicate that the perceived effectiveness of WASS of the U.S. consumers has a strong positive impact on their transaction intention and has a strong negative influence on their concerns for e‐commerce. In contrast, Korean consumers’ perceived effectiveness of WASS does not significantly influence their transaction intention and their concerns for e‐commerce. The results of group comparison analysis confirm that the strength of perceived effectiveness of WASS of the U.S. consumers is significantly stronger than that of Korean consumers. Interpretations from a cross‐national perspective, theoretical and practical implications as well as limitations are discussed.