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The Impact of Privacy Seal on Users’ Perception in Network Transactions

Jing Chen,Yuchen Luo2,†, Ruiqi Du3,‡

International Business Faculty, Beijing Normal University, Zhuhai, Zhuhai 519087, China

* Corresponding Authors: email

Computer Systems Science and Engineering 2020, 35(3), 199-206.


In the age of big data, the issue of online privacy has attracted much attention from all sectors. The introduction and establishment of an evaluation system for the privacy agreement based on a third party, together with the establishment of a safer internet transaction environment, can help to establish mutual trust between users and the platform. With the research background links to the online trading platform, this article investigates how the privacy seal which is provided by the third-party evaluation organization influences and addresses trust-awareness and privacy concerns of users, as well as exposing information and purchasing data. According to this investigation, the application of a privacy seal not only increases the trust-awareness of the users, but can also encourage the intention to disclose information and engage in a transaction. However, it might not totally alleviate the users’ privacy concerns. The results of our research and practical application indicate that the promotion and guarantee of the independence and expertise of the third-party evaluating organization, the effective supervision of privacy policy implementation by the online trading platform, and measures that protect the privacy of the users, all play a vital role in establishing an effective privacy agreement evaluation system.


Cite This Article

J. Chen, Y. Luo and R. Du, "The impact of privacy seal on users’ perception in network transactions," Computer Systems Science and Engineering, vol. 35, no.3, pp. 199–206, 2020.


cc This work is licensed under a Creative Commons Attribution 4.0 International License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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