Research of network bank´s customer trust on the view of web site

The web site trust could turn potential customers to be actual ones, and could turn the actual ones to be the committed customers. Therefore, the study of the web site influence factors of customer trust on network bank is very important. In this paper, the customers are divided into two categories of potential customers and actual once, according to their trust on the network bank. The research considered that the influence factors of customer trust on network bank are different in different customer categories. At an early stage when the customers get in touch with network bank, the influence factors mainly are website design and information quality. After they chose the deal of network bank, the critical influence factors are security, usability and usefulness.