Several studies have examined the relationship between trustmarks and consumer perceptions of security control, as well as consumer trust in general. The results repeatedly show that trustmarks have an enormous impact in changing consumer perceptions of securitycontrol, as well as trust. Kerkhof and van Noort (2010) explain third-party Internet seals to be ‘signals sent to consumers to inform them that the firm adheres to certain standards regarding security and/or privacy, and that there will be adverse consequences of not adhering to these standards’.15
Additionally, as purchasing online is considered a higher risk, verification by a trusted third-party becomes increasingly powerful in assuaging consumer concerns.16
15 Kerkhof, P., van Noort, G. (2010). Third Party internet seals: Reviewing the effects on
online consumer trust. Encyclopedia of E-Business Development and Management in the
Global Economy, 2(2010).
16 Miyazaki, Anthony., Krishnamurthy, S. (2002). Internet Seals of Approval: Effects of
Online Privacy Policies and Consumer Perceptions. The Journal of Consumer Affairs,