Two measures that foster online purchases are impression and confidence. According to a study in ACM Transactions on Internet Technology consumers are more willing to engage in an online setting if they have intuitive trust (Yefeng, et. al. (2017). While the study is related to social networks it can have some meaning for those who want to foster greater trust with online buyers. First lets say that impression and confidence relate to trust level and certainty. The higher consumers trust the site and are certain of positive outcomes, the more likely they are going to purchase from an online e-tailer. People connect, buy and interact based on this trust factor and online stores should be concerned about how they foster these feelings within customers. What can build trust and certainty? The first impression of your site is important. You want to make sure that people see your site from the very first few seconds as trustworthy. It should look professional, well put together, and h
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