Keirsey Research Survey Conducted May 3-7, 2010

Internet Shopping Sites: Who Do You Trust?

A pioneering Internet retailer leads the pack!

So, which online shopping site do Americans trust the most? It turns out the most and least trusted internet news sites by American adults in our survey are both Internet pioneers. While Amazon.com earns a KR NetTrust Score of 75, fellow web trail blazer Yahoo Shopping comes in with a score of only 3. The gap becomes even greater in demographic groups that are large online spenders: among adults with a household income exceeding $75K, Amazon scores an even higher 80, while Yahoo falls to 2. Rounding out the top 5 sites are BarnesandNoble.com (65), Target.com (62), Bestbuy.com (53), and Walmart.com (51). The bottom 5 included Newegg.com (13), Autotrader.com (10), Cars.com (6), and tied with Yahoo Shopping with a score of 3 was Buy.com.

The four Keirsey Temperaments also showed pronounced differences, both with regard to which sites they trusted, and the levels of trust or distrust in the respective sites. For example, Rationals rated Newegg.com twice as high as the other temperaments - perhaps deriving a level of trust from Newegg's geeky minimalism. Idealists trust sites with strong user recommendation content (Amazon, BarnesandNoble.com, Netflix) at higher levels than the others.

The following graph shows the Keirsey Research NetTrust Scores of the sites by temperament, from left to right in descending levels by Guardians.

Survey dates: May 3-7, 2010 Number of respondents: 1050 Question asked: Please rate the following internet shopping sites on a scale of 1 to 5 where 1 means "Highly trust", 2 means "Trust", 3 means "Neither trust nor distrust", 4 means "Distrust", 5 means "Highly Distrust"

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