The function of these seals is to extend the confidence of web shoppers. However, the existence of many alternative seals, or seals unfamiliar to shoppers, could foil this effort to a certain extent. According to the output of a analysis report by Western Michigan University published in 2005, an e-commerce web site does not need to be good looking with listing on a lot of search engines. It must build relationships with prospects to earn cash. The report also suggests that a web site should leave a optimistic impression on the shoppers, giving them a reason to return back.
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