Title: The impact of the Canadian Code of Practice for Consumer Protection in Electronic Commerce on preference and trust

Authors: Douglas A. Schellinck, Monica Popa

Addresses: Dalhousie School of Business, 6152 Coburg Rd., Halifax, Nova Scotia B3H 3J5, Canada ' University of Alberta, School of Business, 3-21B Business Building, Edmonton, Alberta T6G 2R6, Canada

Abstract: Relying on notions derived from the signalling theory and existing studies on trust, we examined whether the provision of online information in compliance with the Canadian Code of Practice for Consumer Protection in Electronic Commerce affects consumer trust of, and intention to purchase from, an online retailer. It was found that exposure to sites of different compliance levels does influence perceived trust and intent to purchase, even for consumers who normally would not seek company-specific information on a commercial website. These findings have important implications for retailers in their decision to adopt the code and promote it on their site.

Keywords: electronic commerce; e-commerce; online trust; signalling theory; consumer protection; voluntary codes; e-business; electronic business; Canada; code of practice; compliance levels; intent to purchase; online retailing; internet; privacy; security; transaction fulfilment; redress; language; communications; online policy; self-regulation; website content; third party certification.

DOI: 10.1504/IJEB.2005.008535

International Journal of Electronic Business, 2005 Vol.3 No.6, pp.534 - 564

Published online: 28 Dec 2005 *

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