Date of Award

Spring 2024

Degree Name

Bachelor of Science (BS)

Advisor(s)

Dominik Molitor

Abstract

Web accessibility is crucial because it allows people with disabilities and the elderly to access the same digital content as their able-bodied counterparts. Furthermore, firms that pursue web accessibility are poised to gain market share and avoid litigation. However, the growing number of lawsuits suggests that firms are stagnating when it comes to implementing accessibility features. This study explores how firms can communicate their commitment to web accessibility to consumers without disabilities. Prior research has indicated that displaying a web accessibility certification mark has a positive influence on perceptions of a firm’s corporate social responsibility. We extend this research to consumer behavior by conducting a randomized experiment to examine the impact of accessibility information on purchase intentions. Using mediation analysis, we find that accessibility information increases users’ willingness to purchase. We also determine that this relationship is fully mediated by users’ attitude towards the website. Our findings suggest that web accessibility features have a wider benefit beyond the individuals who rely on these features. By demonstrating the positive effects of accessibility information on consumer behavior, this research seeks to encourage more firms to adopt inclusive web practices and advance digital accessibility.

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