An experimental evaluation of the effects of internal and external e-Assurance on initial trust formation in B2C e-commerce

Both “internally-provided” (IPeA) and “externally-provided” (EPeA) e-Assurances are being used by e-commerce businesses to build trust amongst consumers by alleviating concerns about the privacy and security of e-commerce transactions. The primary focus of this study is to test the effectiveness of EPeA on increasing trust and purchase intentions among potential consumers, and to test if EPeA have an additional effect beyond e-Assurances provided internally (IPeA). Our findings show the presence of EPeA did not affect consumers' trust or purchase intentions, nor did the presence of EPeA increase trust or purchase intentions beyond IPeA, which raises concerns about the value of EPeA to the e-commerce community.