“Business-to-consumer electronic commerce on the Internet has revolutionised the purchase of products and services by giving consumers round the clock access to worldwide providers. However, B2C e-commerce has also shown to be associated with a myriad of factors hindering adoption and usage by private customers. Such factors include concerns regarding security and privacy, the unfamiliarity of some online services, lack of direct interaction with products, salespeople and fellow shoppers and the generally low credibility of online information. These factors were collectively defined as ‘trust issues’, as they refer to a purchase decision customers have to make in a situation of uncertainty and risk.” (Florian N. Egger – ecommuse)