First Level Indicators | Second Level Indicators |
Sellers Factors | Reputation (x11) |
Service (x12) | |
Environmental Factors | Sense of fun (x21) |
Usefulness (x22) | |
Ease of use (x23) | |
Website quality (x24) | |
Privacy and security (x25) | |
Institutional guarantee (x26) | |
Social Factors | Social participation (x31) |
Social interaction (x32) | |
Social recommendation (x33) | |
Social identity (x34) |