Davis has a store that sells old baseball cards. To expand the business, he has decided to open an Internet site where potential customers can view the cards and place orders. Davis hires Johnson, who is an expert in constructing websites for small businesses. She explains that even with a quality website and pictures of the merchandise for sale, customers may be reluctant to purchase baseball cards from Davis’s website.
a. Explain the reasons for Johnson’s concerns.
b. What steps can Davis and Johnson take to reduce customer’s reluctance to make purchases on the Internet?