Factors Impacting Customers' Initial Trust in E-Businesses: An Empirical Study

This study uses previous studies and logical reasoning to define initial trust and examines its predictors, indicating that website quality has the most significant impact on customers' initial trust in e-businesses.

Abstract

Developing customers' initial trust in e-businesses is critical for many online vendors, especially for startup companies. As an effort to understand initial trust in the business-to-customer e-commerce context, this study uses previous studies and logical reasoning to define initial trust and examines its predictors. Empirical results explaining the factors impacting customers' initial trust in e-businesses are also presented. The results indicate that website quality, among others, has the most significant impact on customers' initial trust in e-businesses.