Stanford Guidelines for Web Credibility
10 guidelines for building the credibility of a web site that are based on three years of research that included over 4,500 people.

Like most guidelines, when you see them they seem like common sense. That being said, I think these are excellent guidelines -- truly a new milestone in the area of online trust.

Related:
- ecommerce Trust & Trustworthiness - Philosophe.com
- Affective Design of E-Commerce User Interfaces:How to Maximise Perceived Trustworthiness - Florian N. Egger
- A matter of trust - InfoWorld