From users' reviews that I collected and from the online research, Trustworthiness in E-Commerce by Patricia Lanford and Rolland Hubscher, I found some valuable insight about what motivates users to purchase on e-commerce:

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What users appreciate:

• Thee usability in a website: easy to navigate, quick to do a task, easy to find items and info they are looking for, a website can help users to prevent error and recover from errors.

• Company handles complaints on online reviews with good attitudes: being polite and responsible

• A responsive support contact. This shows that the business is not just about making money, but about making the customer happy as well

• No questions about personal information unless necessary

• Good recommendations from people they know, online, and influencers

• The certifications on their website, to see the capability of the staffs. For example in this case, the capabilities of the beauticians who will handle users for beauty treatments.

• The company shares their legal business address 

• An up-to-date website with current  contents

• High quality photos

• Having an ongoing or long relationship with the staff could create strong trust and lead to repeat orders and bookings