Abstract:

The concept of trusted services forms a key issue for any kind of electronic services.  Third Party Certification (TPC) endorsement has been used as one of the methods to instill consumers’ trust. Creating initial trust through implementation of TPC is very important because the consumer has a tendency to trust brand names.. This paper looked closely at the implementation of the TPC in Malaysia which reveals that there are many problems related to the implementation of these seals. Problems like the awareness of merchants on the important of third party seals to their business, unverifiable endorsement, misleading link, unauthorized use of logos and no endorsement at all are still there in Malaysian environment. Based on this fact, the paper will focus on how far the implementation of third TPC is complied with X.509 certification standard. The output of this study can give an important background on the current implementation of TPC and be used as a basis of initial evaluation for business opportunity as a service provider for this kind of certification in Malays