ROLE OF TRUSTMARK IN ECOMMERCE

Sandeep Nath Modi

Abstract


E-commerce trust marks are used as a way for online shoppers or users to be protected by online service providers who ensure that websites are securely processing information that could be used to share their persona, financial transactions or cause any harm through hacking, sharing of data, viruses or other intervention related to data exchange such as denial of service etc. The trust mark shows that the website being visited offers consumer protection of data and privacy of interaction so that their online shopping may be made safely and their personal information only ever shared with authorized recipients. Trust marks confirm that a business has been accredited by another organization who may or may not be of importance. Accreditations from well-known organizations such as the Better Business Bureau (BBB), TRUSTe, Verisign, McAfee Secure and Comodo Hacker Proof are usually of more value from a customer confidence viewpoint. This Research Paper studies the Behavioural aspects of online users to assess impact of Trust Marks on Online service providers. Secondary data has been used for analysing the role of Trust Marks in ECommerce. Findings of this Paper is that Tools like Secure Sockets Layer (SSL), BBonline, Security Certificate, Service Level Agreement (SLA) increases trust level of Online Shoppers and in turn enhances business opportunities for Service Providers on Virtual Platform. This in turn reduces Grievances among consumers and reduction in Cyber Crimes. Suggestions include use of recognizable trust badges, include
different kinds of trust badges to influence trust on multiple levels, look out for niche trust badges that are relevant to business, place payment related trust badges closer to critical page components like credit card information fields, if there is a small brand, trust badges are likely to yield major dividends, focus should be on quality and quantity of reviews, feature both negative and positive reviews; consumers find it authentic and therefore more trustworthy, generate reviews from actual users of the product rather than from associations or professional reviewers.


Keywords


E-Commerce, Trust Marks, Trust, Trust Badges, Security, Cyber Laws

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References


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