- From: Serge Egelman <egelman@cs.cmu.edu>
- Date: Wed, 20 Jun 2007 12:24:05 -0400
- To: Web Security Context WG <public-wsc-wg@w3.org>
I have closed this: Do consumers understand the role of privacy seals in e-commerce?, Trevor T. Moores and Gurpreet Dhillon. Communications of The ACM, Volume 48, Issue 3 (March 2005). * This paper discusses a user study where participants were supposed to recognize web seals (e.g. TRUSTe, BBBOnline, etc.). The study found that 42% recognized TRUSTe, 29% recognized BBBOnline, 15% (incorrectly) recognized the "Web Shield" logo which was made up for this study, and 8% recognized CPA WebTrust. * "This finding suggests that any official-looking graphic placed on a Web site has an equal chance of persuading the consumer that the site is trustworthy, regardless of any relation between the graphic and the actual Web assurance seals." * Most users unaware how a site gets a seal. -- /* Serge Egelman PhD Candidate Vice President for External Affairs, Graduate Student Assembly Carnegie Mellon University Legislative Concerns Chair National Association of Graduate-Professional Students */
Received on Wednesday, 20 June 2007 16:24:26 UTC