The Use of Trust Seals in European and Latin American Commercial Transactions

Abstract

The emergence of the Internet as a commercialization method has offered organizations many opportunities. However, when buyers want to execute a transaction online, a certain distrust typically accompanies the need to provide personal data. To address this problem, assurance seals have been designed for use on websites. Different guarantee logos certify compliance with buyer protection laws and offer transparency in the commercial process. Thus, assurance seals displayed on the websites of sellers that adhere to a specific trust system allow consumers to choose among entities that have publicly committed to best business practices. We researched 130 sellers in Europe and Latin America that adhere to assurance seals in order to determine the influence of such seals. Our research shows that the use of trust seals increases Internet sales for more than 66% of these companies, improves their corporate image, enhances the number of potential buyers who visit their websites, and generally captures consumers’ attention.