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

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.