ACTION-262
Share study on effectiveness of trust seals in SharedBookmarks
- State:
- closed
- Person:
- Serge Egelman
- Due on:
- June 20, 2007
- Created on:
- June 13, 2007
- Related emails:
- Meeting record: WSC WG weekly 2007-06-13 (from tlr@w3.org on 2007-06-22)
- ACTION-262: Share study on effectiveness of trust seals in SharedBookmarks (from egelman@cs.cmu.edu on 2007-06-20)
- Draft minutes: WSC WG weekly 2007-06-13 (from tlr@w3.org on 2007-06-18)
- WSC Open Action Items (from Mary_Ellen_Zurko@notesdev.ibm.com on 2007-06-15)
Related notes:
#
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.
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