Category | Consumer Characteristics | Seller Characteristics | Consumer Perceptions | Consumer Perceptions for Corporate Branding |
Factors | Need | Ability | Security | Personal Experience |
Motivation | Benevolence | Privacy Control | Familiarity | |
Capacity | Integrity | Integrity | Affiliation and Belonging | |
Willingness |
| Competence | Transparency | |
|
| Third-party recognition | Factual Signals and Heuristic cues | |
|
| Legal framework |
|