“ Using the internet involves a leap of faith. We type our credit cards numbers and other personal information in order to make a purchase over the Internet and trust that this information will not be used in unauthorized fraudulent ways” (Bargh and McKenna 2004)
A recent large-scale study show indicate that despite consumers’ claims that privacy and security policies/statements are important for establishing credibility, consumers refer, instead, to a Web site’s “surface elements”, such as DESIGN
The higher the RISK perceived by the consumer, the more they rely on Ability beliefs
These beliefs are successfully conveyed to the consumer by the firm through effective “signaling”, like high investment Web sites
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