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When they are confronted with two merchants who offer the same product at the same price, consumers say the two factors that influence them most are payment security and payment choice. More than one-half of respondents said that the security of their financial information was the deciding factor when they made purchases. An additional two-thirds said they felt more secure when they didn't have to enter any financial information to make their purchases.

Some respondents considered what types of payments merchants accepted before they chose a site on which to make a purchase. So merchants that don't let some consumers pay with their desired method don't have a chance of a sale with those consumers.