Finding symbolons for cyberspace: Addressing the issues of trust in electronic commerce

E-commerce is growing rapidly, but a majority of the Internet users is still hesitant to become involved in it. One big hurdle is lack of trust. This paper deals with trust in ecommerce and measures to increase it. It discusses one particular so-called web assurance service for business-to-consumer commerce in detail. It also analyses if such services remain viable in an era of more mature e-commerce, and how they should be adjusted to the business-to-business environment.