Web Assurance Seals: How and Why They Influence Consumers' Decisions

TLDR: This paper reports on a series of three studies focused on determining the fears and concerns that online consumers have, examining whether the leading brands of web assurance seals can help alleviate them, and gaining insights into the process by which web assurance Seal can influence consumers' online purchase decisions.

Abstract: Internet commerce is exploding and predicted to continue growing at a rapid rate for several more years. Online businesses that have a desire to tap into this Internet commerce explosion are seeking ways to convince online browsers to become online purchasers. To achieve this goal, businesses need to find ways to alleviate consumers' fears and concerns about making online purchases. This paper reports on a series of three studies focused on (1) determining the fears and concerns that online consumers have, (2) examining whether the leading brands of web assurance seals (Verisign®, TRUSTe, Good House Keeping, and CPA WebTrust) can help alleviate those fears and concerns, and (3) gaining insights into the process by which web assurance seals can influence consumers' online purchase decisions. This study identified seven distinct concerns that consumers had with purchasing goods/services online. Factor analysis revealed that these concerns were along two dimensions: concerns about the firm and concerns about...