Research in Online Trust: Trust Taxonomy as A Multi-Dimensional Model

Anna Gutowska School of Computing and Information Technology University of Wolverhampton, UK Email: Anna.Gutowska@wlv.ac.uk

ABSTRACT

The world of E-commerce provides connectivity and information richness over a great distance at any time. However, in such a distributed and open environment, fraudulent and incomplete practices could occur, where providers or buyers do not behave in a manner that is mutually agreed or understood. Therefore, trust and security are two of the most important issues in any online transaction. They are cited as the most significant barriers to Ecommerce. This paper looks into the issues of trust in E-commerce and presents a Trust Taxonomy as a multi-dimensional model that synthesises and brings together the viewpoints of trust from different disciplines and different studies. This theoretical model explains the key factors affecting trust that can lead to using, or not using, a virtual store. In addition to providing a new integral paradigm as a theoretical basis for studying online trust phenomenon, this paper also presents the results from a survey of 100 online consumers indicating which of the trust issues seem to be the most important while shopping or seeking information online.
Keywords E-commerce, online trust, Trust Taxonomy

INTRODUCTION

An ever-increasing number of businesses are using Electronic Commerce worldwide. According to Forrester Report [1] online retail sales are expected to reach $174.5bln in 2007, a 19% increase over 2006 when retail sales rose 29% to $146.5bln, representing 6% of total retail sales in 2006. Although total online retail spending is increasing, online retail spending per person is declining [34]. Why the decline? Trust and security are two of the most important issues in any online transaction. They are cited as the most significant barriers to E-commerce. Researchers suggest that the level of trust

consumers are willing to place in online transactions is considered a key factor for the continued growth of E-commerce [20, 22]. Trust in E-commerce constitutes a complex and a multi-facetted problem. It has been conceptualized within different disciplines such as philosophy, psychology, management, marketing, as well as computer science. Due to the diverse opinions of scholars and researchers in defining trust, it is not an easy task to compare the results or to provide an explicit definition of it. Therefore, instead of attempting the latter, this paper seeks to merge several viewpoints from different disciplines and different studies with a view to facilitate a better understanding of the trust phenomenon. This is yielded a Trust Taxonomy that is based on a multi-dimensional model. An empirical study is described which tests the importance of trust-affecting factors. The study uses a questionnaire-based survey of 96 online consumers to explore the whole picture of online shopping and information seeking activities. In order to describe the above, this paper is organised as follows. Different viewpoints regarding trust elicited from the literature are reviewed in Section 2. Section 3 introduces the Trust Taxonomy focusing on internal and external factors affecting trust. Section 4 discusses the results from the survey of online customers. The final section is dedicated to concluding remarks and a brief discussion about further work that remains to be carried out.

BACKGROUND AND RELATED WORK

The discussion in academic literature regarding trust antecedents in E-commerce presents a number of ideas and perceptions. There are several papers presenting models of buying behaviour in Ecommerce and results of empirical studies. They show many similarities and usually are based on the same classic concepts of Consumer Behaviour. Moreover, all of them emphasise the importance of trust as a factor impacting acceptance and adoption of E-commerce. Ambrose and Johnson [4] propose a trust-based model including Seller Characteristics and Buyer Characteristics which influence Buyers Propensity as well as indirect Trust and Motivation. They highlight trust as being an essential component of the presented model and that if coupled with buyer motivation could help understand and manage buying over the Internet. Similarly, Kim and Tadisina [26] distinguish between two different types of trust: personality-based (adequate to Buyer Characteristics from [4]) and process-based (adequate to Seller Characteristics from [4]). Furthermore, this paper also presents empirical results explaining the factors impacting customers initial trust in E-commerce. McKnight and Chervany [29] justify an interdisciplinary topology and relate trust paradigm to Ecommerce consumer actions. Their work defines conceptual-level constructs consisting of disposition

to trust, institution-based trust, trusting beliefs and trusting intentions. Each of them is decomposed into measurable sub-constructs related to one another and to already-used Internet relationship constructs. The fact that trust is a mulit-dimensional paradigm is also highlighted by Gefen [14]. The need to examine trust in a multi-dimensional perspective is shown by a survey proposing three-dimensional scale of trustworthiness dealing with integrity, benevolence, and ability. This confirms that the different dimensions of trust are statistically distinct and have different effects on E-commerce adoption. Chen et al. [9] provide also the results from a survey of online consumers explaining a large portion of factors that lead to a users behavioural intention to use and the actual use of a virtual store. Perceived trust is identified as one of the Critical Success Factors for virtual stores. Shih [32] develops an extended model to predict consumer acceptance of electronic shopping based on the theory of reasoned action (TRA) and the technology acceptance model (TAM). The model is also tested using data collected from questionnaires and analyzed with multiple regression. According to the author, the proposed model could be used to predict consumer willingness to shop in the Internet. Other researchers have developed instruments to measure trust in Internet shopping. Cheung and Lee [10] propose a measurement model of consumers trust in Internet shopping. The resulting tool represents a rigorously developed and validated instrument for the measurement of various important trust related constructs. This research contributes to the development of trust theory in E-commerce and adds to the repository of rigorous research instruments to use by Information System survey researchers. The above mentioned measurement instrument is then tested by Borchers [6]. The model is presented as a starting point for further research in which some alterations need to be done due to diversities across cultures and no too strong relationships in the data. A great deal of research in the discussed field was based on empirical studies supported by statistical analyses [5, 9, 14, 15, 17, 26, 27, 31, 32]. Each empirical study shows the significant role of online consumer trust. Some findings established that trust in Web merchants is important in consumeroriented E-commerce adoption decisions even when the influence of other characteristics is taken into account [34]. Although many researchers propose different views of the issue of trust, as it was shown above, there are some papers which aim to provide an integrative review of the literature on trust in E-commerce by summarising and comparing view points presented in different research papers [25, 15, 16, 24].

However, it is not an easy task to summarise and compare the results from different studies. There is a lack of clear distinctions between the dimensions and antecedents of on-line trust. Trust constructs are not well differentiated, and elements and determinants are often used interchangeably [16]. In addition to that, most of the studies focus only on selected aspects of relationship between the online consumer and the Web merchant, using limited models and omitting some important factors relevant for trustrelated behaviour. In case of empirical studies it seems impossible to test all potential relationships between trust and its antecedents and consequences in one paper. Therefore, each of them focuses on particular aspect(s) of trust. Trust constructs which are often investigated include trusting beliefs about Internet merchant and willingness (intentions, antecedents) of the consumer to buy online. Another reason causing difficulties in comparing and summarising the results of different studies is a dynamic phenomenon of trust. There are different phases of trust that can be distinguished such as trust building phase, the phase where trust is formed, stabilizing trust phase, where trust already exists, and the phase of trust dissolution, where trust declines [16]. However, in many studies the phase of trust, which is investigated, is not pointed out by the authors. Apart from trust, some authors promote technology as being highly relevant to online consumer buying behaviour [9, 13, 17, 31]. Interactions with technology together with degree of trust are identified to distinguish online consumers from off-line ones.

TRUST TAXONOMY

Based on previous research, this study proposes a Trust Taxonomy as a multi-dimensional model (Figures 1, 2, 3, and 4) that brings together the viewpoints of trust from different disciplines and different studies. The model not only includes factors affecting trust in online shopping, but also presents the relationships between them. As the model is too complex to be present in one figure, the general overview is pictured in Figure 1 and the more in-depth views can be found in Figure 2, 3, and 4.

Figure 1 Trust Taxonomy - Overview

From the literature review and own observations, factors of online consumer trust can be seen as a construct that encompasses Internal (see Figure 2) and External Factors (see Figure 3 and 4). The main difference between these two groups is that the Internal Factors are considered subjective to a person and cannot be changed directly, but only by the influence of other factors (including the External Factors). For example, people have a baseline attitude when they approach any trust situation. Some of them have a higher baseline level of trust than others. This factor, i.e. Disposition to Trust/Risk Attitude, can change over time through trust-related experiences. However, within these

two dimensions, there are additional inter-relationships. The description of these factors, as depicted in the taxonomy, is given below. 3.1 INTERNAL FACTORS

As explained above, Internal Factors constitute a group of aspects that are considered being subjective to a person. They are presented in Figure 2 together with interdependencies between them and some of the External Factors.

Figure 2 Trust Taxonomy Internal Factors

3.1.1

BELIEFS IN A SYSTEM

Davis [12], who proposed the technology acceptance model (TAM), defined perceived usefulness (PU) as the degree to which a person believes that using a particular system would enhance his or her job performance, and defined perceived ease of use (PEOU) as the degree to which a person believes that using a particular system would be free of effort. Considering a website being an information system (IS) that provides information to its users, Shih [32] defines PU as the degree to which an individual believes that trading through the Internet would enhance the effectiveness of his or her shopping. Also, as PEOU does not affect IT usage if the complexity of IT is very low, in his empirical studies Shih divides PEOU into two parts, i.e. PEOU of the Web and PEOU of trading online. 3.1.2 BELIEFS IN OTHER PARTIES

Benevolence is the belief that other party wants to do good to the customer and is not solely looking to make a profit [35]. In other words, the online consumer wants the Internet seller to be willing and able to act in the consumers interest [16]. Integrity is the belief that the other party will act in an honest fashion and adheres to an accepted set of principles and standards [35]. Integrity is more about the character of the trustee than about the trustor-trustee relationship [29]. Competence is the belief in the other parties abilities, skills and expertise within the certain domain. It is the thought that the other party will be able to accomplish the expected level of service [35]. 3.1.3 OTHER INTERNAL FACTORS

According to the TRA model [3] a persons performance is determined by his/her behavioural intentions, which are determined by individual attitudes and subjective norms. Attitudes are considered the positive or negative feelings toward a specific behaviour and are influenced by individual beliefs. Disposition to Trust/Risk Attitude refers to the fact that people have a baseline

attitude when they approach any trust situation. Some of them have a higher baseline level of trust than others. Users willingness to trust can be changed by experience [33]. On the one hand previous experience affects us (e.g. if someone has been harmed by an online vendor, she/he can become less trusting or can stop shopping online at all). On the other hand it can be possible to change our view of something by adding new positive experience to our life which can replace the negative memories. When consumers enquire about product or service information, place an order or pay over the Internet, they will have perceptions of target products/services and will first evaluate the transaction value in terms of benefits and costs, before they will perform it [32]. Potential Profit is seen in light of the fact that the more profit the user can make from the transaction the more willing she/he will be to engage in it, and inversely, the bigger the loss is considered the more careful the user will be [33]. The fundamental bases of trust vary across nationalities. Whether and whom to trust is heavily dependent upon a culture [11]. The cultural background provides people early in life with a national set of values. These values influence what information is processed and considered reliable [19]. In consumer behaviour, cultural values have been shown to affect consumers motives, attitudes toward choices, intentions, and behaviour [18]. Hofstede [19] found the dimension of individualism-collectivism to have the strongest variation across cultures. In individualistic cultures, the needs, values, and goals of individuals take priority over the groups and in collectivistic cultures the ones of the group take precedence over those of the individual. Individualism promotes a disposition to trust. Hence, individualists are much more likely to trust others unless they are given some reason not to trust. In opposite, collectivists are more likely to base their trust on relationships with first-hand knowledge. Jarvenpaa and Tractinsky, based on their research [23], present a hypothesis that consumers from individualistic countries exhibit a higher trust and a lower perception of risk in specific Internet stores. Moreover, in an individualistic culture, size and reputation will have a stronger effect on trust than in a collectivist culture. 3.2 EXTERNAL FACTORS

External Factors presented in the taxonomy consist of 4 groups, i.e. Interaction, Technology Based, Supporting Organisation/Control Mechanisms, and Information Based. The first two groups are presented in Figure 3 while the last two in Figure 4.

Figure 3 Trust Taxonomy External Factors (1)

3.2.1

INTERACTION

According to prior research, trust can be built up through interactions [9]. In other words, interaction with consumers makes them more likely to engage in trust-related Internet behaviours, such as purchasing, cooperating, and sharing information. In Business to Consumer (B2C) E-commerce, online shopping requires intensive communication of information, thus it can be considered an interactive behaviour involving consumers on online vendors conducted via the Internet [32]. Personalization provides the ability to customize what types of information are relevant to a user and how that information is presented. Personalization is often accomplished by using software agents, commonly called spiders, to get the information and handle user profiling [7]. Usability of Storefront, e.g. navigation, layout, banners of other trusted brands, links to outside sources, is one of Critical Success Factors (CSF) for virtual stores. Recent studies [16] have found that Websites low in usability are impeding consumers performance and satisfaction when shopping online. 3.2.2 TECHNOLOGY BASED FACTORS

The set of innovation attributes helps to explain the different rates of technology adoption by users. The attributes include: relative advantage, compatibility, complexity, trialability, and observability. These five attributes have been said to explain 4987% of the variance in rate of adoption [8]. Relative Advantage refers to the degree to which the innovation is superior to what precedes it. The higher the relative advantage, the more likely adoption will occur [35]. Compatibility refers to the degree to which the innovation fits in with current practices, norms, etc. The higher the compatibility, the more likely adoption will occur [35]. Complexity refers to the degree to which the innovation is easy to understand and use. The lower the complexity, the more likely adoption will occur [35]. Triability refers to the degree to which the innovation can be experimented with on a limited basis. The higher the triability, the more likely adoption will occur [35]. Observability refers to the degree to which the results/effects of the innovation can be observed. The higher the observability, the more likely adoption will occur [35]. Security and privacy strategies are to protect sensitive information that is stored on computers before and after an E-commerce transaction, to verify the identity of the other party in the transaction, to ensure that no one can intercept the information being exchanged during the transaction, and in general to prevent disruption of services and applications [30]. Consumers considering shopping on the Web are very concerned about payment risk or personal risk [21], which both depend on security.

The existence of the security and privacy strategies, used by virtual stores to ensure the security of personal information, has turned out to have a significant impact on trust placed in E-commerce vendors [2]. It is commonly accepted, that people will only trust and thereby engage in E-commerce transactions, if they know that sufficient security is in place, and considerable effort is therefore put into the development and deployment of security services. An example of security strategies is cryptographic communication security (public-key cryptography). Examples of privacy strategies include: P3P, iPrivacy software (generate one-off credit card number for each transaction), privacy providers which provide free software for users to download that encrypts their profile and stores data on the providers server, or the user accesses the Web via a providers proxy server (e.g. Lumeria).
Figure 4 Trust Taxonomy External Factors (2)

3.2.3

SUPPORTING ORGANISATIONS/CONTROL MECHANISMS

Technological and organizational support can determine IT behaviour [32]. Moreover, research has shown that there is a substitutional relation between trust and control [37]. The trading parties can either directly trust each other or rely on a functional equivalent, i.e. control mechanisms. In other words, where the level of trust is below the threshold, then it can be complemented by control [36]. In light of what was said above, supporting organizations and control mechanisms, such as payment intermediaries, purchase protections and insurances, decrease the risk of a particular transaction hence, reduces the need of trust. Other supporting organisations, i.e. alternative dispute resolution mechanisms, make people feel confident that if a dispute arises, they will have recourse to a just, reliable and effective process. Intermediaries are third parties that offer intermediation services between two trading parties. In the context of E-commerce an example are Escrow services, which hold payments from the buyer until the buyer has received and accepted the goods. Purchase Protection/Insurance is also in place in online world. One of the examples is PayPal Buyer Protection on eBay which offers free coverage up to 500 on purchases. It is designed to help buyers recover funds from eBay sellers who do not deliver the promised goods, or who deliver goods that are significantly not as described in the listing. Alternative Dispute Resolution (ADR) can vary from assisted negotiation, in which a third party guides the disputing parties to a mutual decision, to arbitration, where facts are handed over to a third party who makes the final decision. ADR can be human-assisted or fully automated [30]. An example of currently used ADR is Dispute Resolution on PayPal purchases on eBay.

Trust is affected not only through first hand interaction, but also by the opinions of other parties. An important source of opinions is trusted third parties. In the online world, trustmark seals from trusted third parties have been found to reassure consumers, that they can trust a website or online business [11]. Trustmark seals include third party privacy seals and reliability seals. They are seals of assurance developed by organizations to preserve customer privacy (e.g. TRUSTe, CPA WebTrust) or related to reliability or integrity of the vendor (e.g., BBBOnline). These seals of approval are usually small graphics that indicate that a particular online site conforms to the standards certified by the organization providing the seal. Trust and reputation systems have recently come into the picture for the virtual environment to offer an online user a decision support mechanism. The basic idea is to let parties rate each other and use the aggregated ratings about a given party to derive a trust or reputation rating, which can assist in deciding whether or not to engage in a transaction with this party 3.2.4 INFORMATION BASED FACTORS

Information constitutes an important factor in any online transaction as consumers usually access the Internet to search for information before making purchases. Perceived quality of information, service and system are the determinants of the success of websites in general [28]. Privacy statements are statements of a provider assuring that personal information will not be used for other purposes nor will it be shared with other companies without users consent. Public surveys [2] confirm that privacy is a major issue for people using the Internet. However, not only information in regard to privacy plays an important role in winning people trust in electronic transactions, it has been found out, that first party information is critical in developing trust online [11]. First party information is information given directly by the company such as address, telephone number, e-mail address, mission statements, past performance reports, company information including investor information, major executives etc. The External Factors not only directly affect trust that a consumer places in a vendor, but also indirectly, by influencing the Internal Factors, which have an impact on a trust relationship. Using a third party privacy seal by a provider indicates, that a privacy policy exists on the site. This makes the consumer believe, that this vendor is more benevolent than opportunistic in regard to capturing personal information (Benevolence, Integrity). Thus, the consumer is more willing to share personal information with the provider. Reliability seals can raise beliefs in the competence, benevolence and integrity of the provider (Competence, Benevolence, Integrity). Through interactions, providers can also demonstrate to consumers that they are competent (Competence Trust Taxonomy), benevolent (Benevolence Trust Taxonomy) and honest (Integrity

 Trust Taxonomy). The interaction thereby provides assurance to the consumer, which strengthens their beliefs in the vendor (Beliefs in Other Parties ).

4 4.1

FACTORS AFFECTING TRUST: AN EMPIRICAL STUDY SAMPLE AND PROCEDURE

A survey was conducted at one of the universities in England. Students and university staff were considered potential consumers as they access the Internet to search for information and to communicate with others. We selected the respondents who have Internet experience to be able to investigate their perceptions and willingness to engage in online transactions. In order to get a diverse sample over 50% of the questionnaires were distributed among students doing PGCE (Postgraduate Certificate in Education). This full-time course is attended by people of different age groups and with different work experience but they all want to become teachers. Worth noting that the university in question enjoys a multi-cultural environment. Overall, a total of 120 questionnaires were distributed and 101 were returned (an incredibly high response rate of 84.2%). 5 questionnaires were eliminated due to incomplete or conflicting replies (reducing the net response rate to 80%). To get as many responses as possible most of the questionnaires were distributed before academic sessions (e.g. lectures, tutorials etc.) at the university and collected afterwards (the survey takes approximately 15 minutes to complete). 4.2 4.2.1 RESULTS PROFILE OF THE RESPONDENTS

As presented in Table 1, most respondents (over 84%) were full-time students in the age range 20-29 (57.8%). As far as ethnicity is concerned, a majority of them (51%) belong to the group White British. The next two largest ethnic groups are Indian (14.6%) and African (7.3%). All the other ethnicities were represented in similar percentages (2-4%). Generally, all respondents were computer literate. 46.5% of them considered their computing skills being very good, 39.4% good, and only 14.1% fair. Moreover, the respondents were familiar with the Internet thus, met the necessary conditions for taking part in this survey. Over a half of them (63.4%) said they feel very comfortable using the Internet, 29.6% feel comfortable, and 7% satisfactory. 87.3% of the respondents had e-shopping experience. Among this group, 9.7% use virtual stores for purchase, 8.0% for information seeking, and 82.3% for both purposes. Within the group of respondents not using virtual stores, 44.4% of them cannot make an online payment (e.g. do not have a debit/credit card or their cards are not accepted), which was the main reason for not having experience with online transactions.

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Table 1 Profile of the respondents

4.2.2

DISCUSSION

According to the survey results, people are using virtual stores as they are easy to use and to find the specific information. Also, in their opinion using virtual stores improves their performance in shopping or information seeking by saving time and money. When it comes to stating the reasons for using online stores in preference to more traditional ways of shopping, the most popular answers stressed the fact that virtual stores offer a vast selection of products and also the products which are hard to find in traditional stores. Furthermore, the prices while shopping online are lower comparing to traditional stores. While choosing a virtual store by online users, some of the issues were found to be more important to them than others. Namely, consumers place a great deal of importance on the availability of feedback from other users and if the online shop is widely known to people for having a good reputation. Also, according to the results from the survey one of the main trust-related concerns in E-commerce is if personal information will not be used for other purposes or shared with other companies without the prior consent. Therefore, privacy statements displayed on provider websites, seem to be very important. In addition, the existence of the security and privacy strategies used by virtual stores has turned out to have a significant impact on trust placed in E-commerce vendors. These are mainly strategies to ensure that unauthorized people do not have access to personal information and that it is secured during transaction. . It is commonly accepted, that people will only trust and thereby engage in E-commerce transactions, if they know that sufficient security is in place, and considerable effort is put into the development and deployment of security services. A significant impact also has basic information provided by virtual stores regarding their existence (e.g. telephone/fax numbers, e-mail addresses etc.) as well as interaction between an online vendor and trusted organisations which hold payments from the buyer until the buyer has received and accepted the goods. For a majority of people the reason for not using virtual stores is that they are afraid that their personal information is not secured, accessed by unauthorized people or is used for other purposes without their authorization. Also of significant importance is the respondents worry that they pay for the order but not receive the goods. The results of this survey are depicted in the graph in Figure 5, which presents the results for the most significant groups of factors/issues affecting trust in E-commerce and considered being important for an online shopping experience. These factors are: reputation, privacy, first party information,

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supporting organisations/control mechanisms, communication, and security strategies, which belong to the External Factors in our Trust Taxonomy.

Figure 5 The selected results from the survey on factors affecting trust in E-commerce

The graph shows how many percent of people using virtual stores consider the discussed issues important while online shopping or information seeking. As there was usually more than one question in the questionnaire addressing one group of discussed issues (e.g. a few questions relating to the importance of Supporting Organisations/Control Mechanisms), they have been presented in the graph as separate columns. 4.3 LIMITATIONS

The results should be interpreted carefully when applied to people having very weak computer skills or to inexperienced Internet users.

CONCLUSION AND FURTHER WORK

When dealing with trust in E-commerce one has to look at all the different leaves of the taxonomy while being sensitive to local variations. Some leaves/factors may need to be combined with others and more emphasis is placed on some than others depending on the local needs, customs, culture and historical background (for example, a nation that went through the phase of catalogue-purchase would require less convincing than a nation that has never used a catalogue before). The future research aims to create a distributed agent-based reputation system incorporating online trust factors from the Trust Taxonomy. Current approaches tend to be one issue-centric, thereby missing important issues that may have a considerable influence on trust. By using the Trust Taxonomy as a key source for the model parameters, the approach adopted is more comprehensive in that all/most of the parameters that have a bearing on trust are taken into consideration. The mentioned agent-based reputation system, apart from information based on past behaviour, will also incorporate other aspects affecting online trust, elicited from the Trust Taxonomy, such as existence of control mechanisms and supporting organisations, security and privacy strategies, technology and information based factors as well as interaction. Based on the previous work, a mathematical representation of a novel algorithm to calculate reputation ratings for online vendors will be proposed. Implementation of the framework is carried out with the use of Repast - an agent simulation toolkit. Depending on the outcomes, a more sophisticated system to be used online may be created.

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FIGURES AND TABLES

Figure 1 Trust Taxonomy - Overview

Figure 2 Trust Taxonomy Internal Factors

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Figure 3 Trust Taxonomy External Factors (1)

Figure 4 Trust Taxonomy External Factors (2)

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Characteristics Gender Male Female Age Less than 20 20-29 30-39 40-49 50-59 Ethnicity White: British Irish Any other white background Mixed White and Black Caribbean Black and White African White and Asian Asian and Asian British Indian Pakistani Bangladeshi Any Other Asian background Black or Black British Caribbean African Chinese or Other ethnic group Chinese Occupation Full-time student Part-time student Managers and teachers Individual Annual Gross Income <15,000 15,000 to 20,000 21,000 to 30,000 31,000 to 50,000 >51,000 Frequency of the use of the Internet Every day Not every day but at least once a week Not every week e-Shopping experience Yes No Virtual stores used for: Purchase Information seeking Both

Statistics 60 (62.0%) 36 (38.0%) 10 (9.9%) 55 (57.8%) 23 (23.9%) 5 (5.6%) 3 (2.8%)

49 (51.0%) 2 (2.1%) 4 (4.2%) 3 (3.1%) 2 (2.1%) 3 (3.1%) 14 (14.6%) 3 (3.1%) 2 (2.1%) 2 (2.1%) 3 (3.1%) 7 (7.3%) 2 (2.1%) 81 (84.5%) 7 (7.0%) 8 (8.5%)

82 (85.9%) 7 (7.1%) 3 (2.8%) 3 (2.8%) 1 (1.4%) 80 (83.1%) 15 (15.5%) 1 (1.4%) * 84 (87.3%) 12 (12.7%) Based on * 8 (9.7%) 7 (8.0%) 69 (82.3%)

Table 1 Profile of the respondents

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Figure 5 The selected results from the survey on factors affecting trust in E-commerce

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