UCL  IRIS
Institutional Research Information Service
UCL Logo
Please report any queries concerning the funding data grouped in the sections named "Externally Awarded" or "Internally Disbursed" (shown on the profile page) to your Research Finance Administrator. Your can find your Research Finance Administrator at http://www.ucl.ac.uk/finance/research/post_award/post_award_contacts.php by entering your department
Please report any queries concerning the student data shown on the profile page to:

Email: portico-services@ucl.ac.uk

Help Desk: http://www.ucl.ac.uk/ras/portico/helpdesk
Publication Detail
Why Trust Seals Don’t Work: A Study of User Perceptions and Behavior
  • Publication Type:
    Chapter
  • Authors:
    Kirlappos I, Sasse MA, Harvey N
  • Publisher:
    Springer
  • Publication date:
    06/2012
  • Place of publication:
    Berlin/Heidelberg
  • Pagination:
    308, 324
  • Volume:
    7344
  • Series:
    Lecture Notes in Computer Science
  • Editors:
    Katzenbeisser S,Weippl E,Camp L,Volkamer M,Reiter M,Zhang X
  • ISBN-13:
    978-3-642-30920-5
  • Status:
    Published
  • Book title:
    Trust and Trustworthy Computing
  • Keywords:
    trust signaling, e-commerce, trust seals
  • Addresses:
    University College London
    Department of Computer Science
    Gower Street
    London
    WC1E 6BT
    United Kingdom
Abstract
Trust seals, such as the VeriSign and TRUSTe logos, are widely used to indicate a website is reputable. But how much protection do they offer to online shoppers? We conducted a study in which 60 experienced online shoppers rated 6 websites – with and without trust seals - based on how trustworthy they perceived them to be. Eye tracking data reveals that 38% of participants failed to notice any of the trust seals present. When seals were noticed, the ratings assigned to each website were significantly higher than for the same website without a seal, but qualitative analysis of the interview data revealed significant misconceptions of their meaning (e.g. “presence of seals automatically legitimizes any website”). Participants tended to rely on self-developed – but inaccurate – heuristics for assessing trustworthiness (e.g. perceived investment in website development, or references to other recognizable entities). We conclude that trust seals currently do not offer effective protection against scam websites; and suggest that other mechanisms – such as automatic verification of authenticity are required to support consumers’ trust decisions.
Publication data is maintained in RPS. Visit https://rps.ucl.ac.uk
 More search options
UCL Researchers
Author
Experimental Psychology
Author
Dept of Computer Science
University College London - Gower Street - London - WC1E 6BT Tel:+44 (0)20 7679 2000

© UCL 1999–2011

Search by