Web
trustworthiness is a direct function of specific formal characteristics
of a website, and time. For trust to build, visitors first look
for certain formal factors to be present, and the usage of them
over time creates a reliance on experience. This reliable experience
is essential for building trust. There are six fundamental formal
site factors that communicate online trustworthiness to a visitor:
1. Brand name recognition
2. Effective site navigation
3. Transaction fulfillment
4. Professional presentation
5. Up-to-date technology
6. Web-based security seals of approval
These factors can vary in degree of influence, but all must be
present in one form or another, and all must integrate well together
for the visitor's first impression (usually the only chance you
get) to indicate trustworthiness.