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Web Assurance Seals

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    Web Assurance Seals Web Assurance Seals Presentation Transcript

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