other selected constructs into a coherent and parsimonious model that predicts m-trust. As discovered by Karvonen (2000), the beauty of the website affects the feeling of trust in the Internet environment. In Karvonen’s study, design elements such as clarity was most frequently mentioned as key to enhancing trust towards the service providers on the Web. Similar to this, for the Sweden users, a ‘‘clear” or ‘‘clean” design in the Internet environment would make users ready to trust the service providers more easily.