In their model (Fig. 1) Cheung and

In their model (Fig. 1) Cheung and Lee claim that consumer
trust in on-line shopping is predicted by two sets of
antecedents – factors that create a sense of vendor
trustworthiness and factors related to the external
environment. The former relate to the vendor’s perceived
integrity and competence and the vendor’s security and
privacy controls. The latter (external environment)
encompass third party recognition (e.g. seals of approval) and
the legal framework. The model shows that the effect of both
sets of factors on the consumer’s trust beliefs is moderated by
the consumer’s propensity to trust. It also acknowledges the
relationship between perceived risk and the online consumer’s
trust response. The research hypotheses are outlined in
appendix 1 and the items that comprised each construct are
listed in appendix 2.