An empirical study of the use of e-security seals in e-commerce

摘要

Purpose - The purpose of this paper is to examine the use of e-security seals on web sites and theirrnrelative impact on e-commerce firm reputation in influencing customers' perceptions of trust in arnservice provider.rnDesign/methodology/approach - Two interrelated empirical studies are conducted to evaluate thernuse and impacts of e-security seals in e-commerce. An exploratory study methodology investigates thernuse of e-security seals and a questionnaire survey is used to gauge consumer knowledge of seals.rnFindings - Using survey data from 211 web users, the results show that 106 respondents arerncognitive and affective of e-security seals. The results also provide further clarification of thernrelationship between e-security seals and sales effectiveness. The findings point towards a positivernbelief by consumers in e-security seals.rnResearch implications - Third-party e-security seals organisations should undertake morernpromotional activities and advertising to educate comsumers about the use and benefits of e-securityrnseals.rnOriginality/value - An important issue in e-commerce is how trust is developed between consumersrnand e-vendors. This paper investigates the use of e-security seals and their influence on consumerrnconfidence in the online environment.