With the unprecedented growth of the Internet, business -to-consumer (B2C) commerce has grown to vast proportions. However, after years of practice, how to promote consumers’ trust towards their storefronts is still the most critical challenge for B2C online merchants (Hoffman and Novak 1996, Jarvenpaa et al. 2000, Kovar et al. 2000). Presently, the main strategy for online B2C merchants is to ...