... Specific design aspects found to have an effect on online trustworthiness include ease of navigation (Cheskin/Sapient, 1999), good use of visual design elements (Kim and Moon, 1998), an overall professional look of the website (Belanger, Hiller, and Smith, 2002; Kim and Stoel, 2004), and ease of carrying out transactions (Nielsen, Molich, Snyder, and Farrell, 2000). Providing content that is appropriate and useful to the target audience has been identified as a strong cue to trustworthiness (Shelat and Egger, 2002) while mixing advertisements and content is a negative cue (Jenkins, Corritore, and Wiedenbeck, 2003). Similarly, conveying expertise, providing comprehensive information, and projecting honesty, lack of bias, and shared values between the website and the user promote the perception of trustworthiness (Fogg, Marshall, Kameda, Solomon, Rangnekar, Boyd, and Brown, 2001). ...