Web Assurance Seals

1,343 views
1,147 views

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,343
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Web Assurance Seals

  1. 1. Web Assurance Seals By: Jing Cui
  2. 2. Agenda <ul><li>Defining Trust Seals: Security and Privacy </li></ul><ul><li>Perceived Value </li></ul><ul><li>Advantages </li></ul><ul><li>Disadvantages </li></ul><ul><li>Implications and Recommendations </li></ul><ul><li>Conclusions </li></ul>
  3. 3. Assurance Seals <ul><li>Web Assurance Seals </li></ul><ul><ul><li>Provided by third party </li></ul></ul><ul><ul><li>Visibly displayed on internet e-retailor’s website </li></ul></ul><ul><ul><li>Symbol of Trustworthiness </li></ul></ul><ul><ul><li>Concept introduced in 1994 </li></ul></ul>
  4. 4. Types of Seals <ul><li>Single-Function Seals </li></ul><ul><ul><li>Consumer Privacy </li></ul></ul><ul><ul><li>Transaction Security </li></ul></ul><ul><ul><li>Transaction Integrity </li></ul></ul><ul><li>Multi-Function Seals </li></ul><ul><ul><li>More than one of </li></ul></ul><ul><ul><li>the above areas </li></ul></ul>
  5. 5. Multi-Function Seal (Cont’d)
  6. 6. Privacy vs. Security Seals <ul><li>Privacy Seals </li></ul><ul><ul><li>Assurance that consumer’s personal information will not be shared with third party </li></ul></ul><ul><ul><li>Compliance with privacy policy </li></ul></ul><ul><li>Security Seals </li></ul><ul><ul><li>Assurance that online transactions are safe through the use of encryption (SSL) </li></ul></ul><ul><ul><li>Minimize unauthorized access </li></ul></ul><ul><ul><li>Compliance with security standards </li></ul></ul>
  7. 7. Seals’ Standards & Process <ul><li>Advocate a set of standards and principles </li></ul><ul><li>Four main criteria: </li></ul><ul><ul><li>Seal focus </li></ul></ul><ul><ul><li>Rigor </li></ul></ul><ul><ul><li>Method of administration </li></ul></ul><ul><ul><li>Reputation of seal provider </li></ul></ul><ul><li>Application Process </li></ul><ul><ul><li>Methods: pay-for-service to audit processes </li></ul></ul><ul><li>Cost structure </li></ul><ul><ul><li>Fixed annual fees or contingent on revenue </li></ul></ul><ul><ul><li>Vary depending on size of company </li></ul></ul>
  8. 8. Perceived Value <ul><li>Creation of Trust </li></ul><ul><ul><li>Majority of online fraud complaints relate to online identity theft </li></ul></ul><ul><ul><li>More willing to buy from vendors with reputable and recognizable seals </li></ul></ul><ul><ul><li>Most recognized </li></ul></ul><ul><li>Effectiveness differ depending on the type of seals </li></ul><ul><ul><li>Customer knowledge and seal reputation </li></ul></ul>
  9. 9. Pros for obtaining a Seal <ul><li>Ease of recognition of vendor credentials </li></ul><ul><li>Signal of trustworthiness of online vendors </li></ul><ul><li>Brand enhancement </li></ul><ul><li>Role of risk reliever </li></ul><ul><li>Price premium on seal protected websites </li></ul>
  10. 10. Cons of obtaining a Seal <ul><li>Weakening effects of seals when combined </li></ul><ul><li>Potential breach of customer trust </li></ul><ul><li>Information asymmetry </li></ul><ul><li>Lack of guarantee </li></ul>
  11. 11. Implications & Recommendation
  12. 12. The End <ul><li>Thank You!! </li></ul>

×