Virtual Vineyards, the pioneering Internet winery, has joined the growing list of on-line sellers saying it will guarantee all credit card transactions.

Dell Computer Corp., the bookstore, and the Travelocity Web site have done the same to assuage doubts about Internet transaction security. Essentially they commit themselves to reimburse the maximum $50 liability to the cardholder in the event of fraud or misuse.

"We find it ironic that some people who will fax their credit card number or provide it over the phone to strangers still feel nervous about using it on-line," said Virtual Vineyards president and chief executive officer Michael Parker. "Internet commerce systems have effectively installed layers of security that go beyond the capabilities of any other retail channel."

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