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A multi-perspective lens on web assurance seals: contrasting vendors’ intended and consumers’ perceived effects

Löbbers, Julian; Lins, Sebastian 1,2; Kromat, Theresa 1,2; Benlian, Alexander; Sunyaev, Ali 1,2
1 Fakultät für Wirtschaftswissenschaften (WIWI), Karlsruher Institut für Technologie (KIT)
2 Institut für Angewandte Informatik und Formale Beschreibungsverfahren (AIFB), Karlsruher Institut für Technologie (KIT)


Web assurance seals are actions taken by e-commerce vendors to increase their trustworthiness and alleviate consumers’ concerns. In their essence, web assurance seals are a product of negotiations, adoptions, and settlements among various groups of interests (e.g., seal authorities, vendors, consumers, or governmental institutions). However, previous research has hitherto used a unilateral research perspective when studying web assurance seals (i.e., either consumer- or vendor-centric), which has acted as a gridlock for web assurance seal literature development. Drawing on signaling theory, we use a ranking-type Delphi study with three distinct, yet mutually supportive expert panels (N = 60) to compare vendors’ intentions to acquire web assurance seals and perceived effects by consumers. Our results uncover a mismatch between consumers’ perceptions and vendors’ intentions of web assurance seals, unintended side effects as well as vendors targeting other stakeholders than consumers, ultimately providing starting points for research to move forward.

Postprint §
DOI: 10.5445/IR/1000120161
Veröffentlicht am 12.06.2020
DOI: 10.1007/s10660-020-09415-2
Zitationen: 10
Zitationen: 11
Cover der Publikation
Zugehörige Institution(en) am KIT Institut für Angewandte Informatik und Formale Beschreibungsverfahren (AIFB)
Publikationstyp Zeitschriftenaufsatz
Publikationsjahr 2020
Sprache Englisch
Identifikator ISSN: 1389-5753, 1572-9362
KITopen-ID: 1000120161
Erschienen in Electronic commerce research
Verlag Springer
Band 22
Seiten 1573–1615
Vorab online veröffentlicht am 14.05.2020
Schlagwörter Web assurance seals, Delphi study, Signaling theory, e-commerce
Nachgewiesen in Scopus
Web of Science
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