The emergence of the Internet as a commercialization method has offered organizations many opportunities. However, when buyers want to execute a transaction online, a certain distrust typically accompanies the need to provide personal data. To address this problem, assurance seals have been...

We investigate the effect of an EU-wide consumer protection regulation on consumer trust as well as consumer behavior. The Unfair Commercial Practice Directive (UCPD) was implemented by EU member states between 2007 and 2010. We utilize data from the Special and Flash Eurobarometer for the years...