Visual e-mail authentication and identification services: An investigation of the effects on e-mail use

Authors:
Jingguo Wang;Rui Chen;Tejaswini Herath;H. Raghav Rao
Affiliations:
Information Systems and Operations Management, College of Business, The University of Texas at Arlington, United States;Information Systems and Operations Management, Miller College of Business, Ball State University, United States;Finance, Operations, and Information Systems, Faculty of Business, Brock University, Canada;Management Science and Systems School of Management, State University of New York at Buffalo, United States
Venue:
Decision Support Systems
Year:
2009

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Abstract

E-mail communication has become an essential part of business and individual communication. However, the increase of phishing, spam and other illegitimate e-mails poses severe threats to legitimate e-mail communications. It is therefore important to understand the impact of newly emerging visual e-mail authentication and identification services on shaping individuals' attitudes toward e-mail use. This study explores the research question in the context of a cost-benefit framework. We find that the attitude toward e-mail use is affected positively by perceived e-mail benefits and negatively by the cognitive effort expended in identifying relevant and authentic e-mails. Cognitive effort increases with both e-mail load and perceived e-mail risk, and decreases with perceived service usefulness whose effect becomes stronger for those with higher perceived e-mail risk. In addition, the relationship between perceived service usefulness and individuals' self-efficacy in identifying authentic and relevant e-mails without technology support follows an inverted u-curve. Implications of the study are discussed.