Table 5.

Superordinate theme 6: factors that affect consumers’ trust in the web-based seller—trusting beliefs.

Subtheme	Composition	Participants who highlighted the theme
Website features	Product information availability and accuracy	11 and 18
	Appearance	3, 5, 6, 14, and 18
	Display of the seller’s contact information	1 and 18
	Collection of medical history before purchase	3, 12, 13, 15, and 18
Product appearance	Medicines offered by the internet pharmacy look similar to genuine medicine	11, 16, 18, and 20
Positive previous purchase experience	Had a safe and secure previous purchasing experience	6, 18, and 20
	Word of mouth from friends (recommendation by a friend who had purchased medicines from the website)	4, 6, and 19
	Other customers’ positive experiences (positive customer reviews)	1, 8, 11, 14, 17, 18, and 20