| 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) |