“…The use of e-services in business transactions has brought several advantages to both service providers and customers in various application contexts (Kwon et al, 2009). The service provider benefits from e-services in the form of lower operating costs, reduced cycle times and improved service levels, which in the end increase competitive advantage (Kumar and Petersen, 2006), while customers benefit in the form of increased information availability and visibility (Golicic et al, 2002), ability to make comparisons between alternatives (Longmate et al, 2000), convenience (Surjadjaja et al, 2003), and reduced processing errors (Croom & Johnston, 2003). However, despite these advantages, the adoption of e-commerce by customers has been subject to some limitations.…”