UCL logo

UCL Discovery

UCL home » Library Services » Electronic resources » UCL Discovery

Why trust seals don't work: a study of user perceptions and behavior.

Kirlappos, I; Sasse, MA; Harvey, N; (2012) Why trust seals don't work: a study of user perceptions and behavior. In: Katzenbeisser, S and Weippl, E and Camp, LJ and Volkamer, M and Reiter, MK and Zhang, X, (eds.) Trust and Trustworthy Computing - 5th International Conference, TRUST 2012, Vienna, Austria, June 13-15, 2012. Proceedings. (308 - 324). Springer Green open access

[img]
Preview
PDF
Kirlappos_Trust_2012.pdf

Download (447kB)

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 shop-pers rated 6 websites – with and without trust seals - based on how trustworthy they perceived them to be. Eye track-ing 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 automati-cally legitimizes any website”). Participants tended to rely on self-developed – but inaccurate – heuristics for as-sessing trustworthiness (e.g. perceived investment in website development, or references to other recognizable enti-ties). We conclude that current trust seals currently do not offer effective protection against scam websites; and sug-gest that other mechanisms – such as automatic verification of authenticity are required to support consumers’ trust decisions.

Type: Book chapter
Title: Why trust seals don't work: a study of user perceptions and behavior.
ISBN-13: 978-3-642-30920-5
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/978-3-642-30921-2_18
Publisher version: http://dx.doi.org/10.1007/978-3-642-30921-2
Language: English
Additional information: The final publication is available at link.springer.com
UCL classification: UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Experimental Psychology
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Security and Crime Science
URI: http://discovery.ucl.ac.uk/id/eprint/1353955
Downloads since deposit
693Downloads
Download activity - last month
Download activity - last 12 months
Downloads by country - last 12 months

Archive Staff Only

View Item View Item