What is Online consumer trust

Buying online is still perceived as risky. A key strategy of online marketers to increase consumer trust in online ordering is to display privacy and security seals on their web sites. Although research indicates that these Internet seals do not necessarily mean better safety for online consumers, findings of several other studies demonstrated that these safety cues do influence consumer responses. The goal of this chapter is to provide the reader with an overview of findings regarding the persuasiveness of Internet seals and to reflect upon possible explanatory mechanisms for these effects. Future research directions and managerial implications for e-business are provided.