“…Secondly, there are many factors that determine trustworthiness, in other words, perceptive factors preceding trust, which, depending on the trustee's context and nature, may undermine or strengthen trust. In the case of online trust, there are several attempts to identify and systematise those determining factors (Aiken et al, 2007;Amoroso & Hunsinger, 2009;Kim & Peterson, 2017;Varela et al, 2017;Wang & Emurian, 2005), making it difficult to conduct an exhaustive inventory here. However, it is worth mentioning the importance that the perception of some specific factors can have in the decision to purchase online: the perception of the value of the loss risked, of security conditions, of the website design and visual, of the business or website reputation, of previous consumer experience, etc.…”