According to Medintz (1998), customer concerns about security, privacy, and protection against business scams are very high and have created a market for rating agencies and seals. Providing credit card information to an online business that has no physical location increases the perception of risk for certain customers (Shannon, 1998). Many electronic commerce customers do not trust the online businesses they are dealing with to keep their purchase data confidential (Wang, Lee, & Wang, 1998).
Customer worries about privacy, security, protection against business scams are very high and have created a commerce for rating seals and agencies.