온라인 인증마크제도 현황 및 활성화방안에 관한 연구

A Study on the Current Status and Revitalization of Web Assurance Seals

&nbsp;&nbsp;The use of Internet and electronic commerce are exploding and predicted to continue growing in the near future. Online businesses that have an aspiration to utilize this electronic commerce explosion are pursuing ways to convince online users to make online purchase. One way to achieve this goal is to relieve consumers&quot; fears and concerns about online transactions by providing trust. Web assurance seals are one of effective ways to provide trust.<BR>&nbsp;&nbsp;The purpose of this paper is to contribute to the revitalization of electronic commerce rooted in consumer trust by investigating the current status and problems of the leading brands of web assurance seals. Based on the results, improvements points of web assurance seals are derived and several implications for policy makers, seal authorities, consumer protection authorities, and online businesses marketers are discussed.