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of similarity on trust in e-commerce in goods and services that have comparatively
low uncertainty levels. Furthermore, researchers must consider formats other than
survey research results that may be used to present similarities of previous buyers to
potential consumers. In reality, potential buyers may judge similarities based on
external information posted independently by previous buyers on social media. The
difference between the effects of this kind of user-generated content and presenta-
tion by third party survey results should also be further explored. By continuing this
line of research, we hope to improve understanding of e-commerce trust-building
methodologies for both practitioners and researchers.
Appendix
Scale Items
Perceived Store Trustworthiness
(1. Agree, 2. Somewhat agree, 3. Somewhat disagree, 4. Disagree)
1. This store is trustworthy.
2. This store wants to be known as one that keeps its promises and commitments.
3. I trust this store to keep my best interests in mind.
4. I find it necessary to be cautious with this store.
5. The retailer of this store has more to lose than to gain by not delivering on its
promises.
6. This store's behavior meets my expectations.
Perceived Benevolence
(1. Agree, 2. Somewhat agree, 3. Somewhat disagree, 4. Disagree)
1. I believe that this store would act in my best interest.
2. If I required help, this store would do its best to help me.
3. This store is interested in my well-being, not just its own.
Perceived Integrity
(1. Agree, 2. Somewhat agree, 3. Somewhat disagree, 4. Disagree)
1. This store is truthful in its dealings with me.
2. I would characterize this store as honest.
3. This store would keep its commitments.
4. This store is sincere and genuine.
