What companies are(n't) doing about web site assurance

Despite the growing evidence that trustworthy Web sites are integral to e-commerce, little research is seen into what companies are doing to incorporate consumer assurances into their seats. Research has linked consumers' willingness to buy with assurance seals, but so far companies seem lukewarm about getting third parties to provide them. Most companies are interested only in privacy seals, electing not to assure consumers about security or business integrity. For the most part, only large companies with an established reputation seemed willing to invest in even a privacy seal.