) and personal proclivity to trust
or to distrust
* Experience with the specific merchant or provider
(whether personal or gleaned from other people's feedback
- reviews, complaints, and opinions)
There is little that a merchant can do about the former. The
latter is, expectedly, influenced by:
* Professionalism (as evident in Web site design, e-
commerce facilities, user-friendliness, navigability,
links to other relevant Web pages, links from other Web
sites, ease and speed of download, updated content,
proofreading, domain name which matches the company's
name, availability, multilingualism, etc.)
* Trustworthiness (lack of bias, good intentions,
truthfulness, thoroughness, objectivity, expertise and
author credentials, knowledgeable sources and treatment,
citations and bibliography), and what the authors of the
research call "Real World Feel" (physical address,
phone/fax numbers, non-Web e-mail address, photos of
facilities and staff, audio recording, ownership by a not
for profit organization, URL ending with ORG).
* Commercial Web sites are less trusted.
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