Effects of web accessibility certification on corporate image

Abstract

Consumers use corporate websites to acquire necessary information, and enterprises use them as publicity tools. The information poor, however, encounter considerable difficulty in accessing information through websites—a phenomenon that gives rise to the digital divide. To solve this problem, some developed countries made accessibility guarantees compulsory by law and established certification systems for improving Web accessibility. This study aims to analyze the effects of Web accessibility certification on corporate image. To this end, we examined the present conditions of the Web accessibility certification systems in several countries. We conducted experimental research, in which participants were instructed to surf the websites of two Korean private enterprises that were granted Web accessibility certification. We then analyzed how certification influences consumer perceptions of corporate image. Results showed that prior awareness of Web accessibility affects the recognition of certification marks, and that certification significantly influences perceptions of corporate image, especially in terms of business prospects and social contributions. This study extends current literature in that it is the first to determine the relationship between Web accessibility certification and corporate image. It also promotes awareness of the importance of Web accessibility.

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