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

Abstract

Purpose -The purpose of this paper is to examine the use of e-security seals on web sites and their relative impact on e-commerce firm reputation in influencing customers' perceptions of trust in a service provider. Design/methodology/approach -Two interrelated empirical studies are conducted to evaluate the use and impacts of e-security seals in e-commerce. An exploratory study methodology investigates the use of e-security seals and a questionnaire survey is used to gauge consumer knowledge of seals. Findings -Using survey data from 211 web users, the results show that 106 respondents are cognitive and affective of e-security seals. The results also provide further clarification of the relationship between e-security seals and sales effectiveness. The findings point towards a positive belief by consumers in e-security seals.Research implications -Third-party e-security seals organisations should undertake more promotional activities and advertising to educate comsumers about the use and benefits of e-security seals.

Role of trusting beliefs in predicting purchase intentions

“…Thus, it is very important for online vendors to have secured areas on their website which remind customers about safety of the information provided by them. These practices of online vendors will enhance the propensity of the buyer to trust an online vendor (Chen-Ta Ho and Ho, 2009).…”