Online financial security refers to the extent to which
consumers perceive the payment processes and general
policies of a web site as secure or safe. These exchangefacilitating
aspects of online servicescape are also frequently
discussed in existing studies (e.g. Zeithaml et al., 2002;
Montoya-Weiss et al., 2003). Chen and Chang (2003) find
that the ease with which payments are made and processed,
forms a key dimension used by consumers to evaluate web
sites. Similarly, theorists have also emphasized the importance
of perceived security in online exchange (see Szymanski
and Hise, 2000; Schiffman et al., 2003). In a seminal study of