Determining the factors which engender customer trust in business-to-consumer (B2C) electronic commerce

This paper presents a study that focuses on the initial trust that is developed even before the occurrence of the first transaction between a consumer and an online company. The study reveals how initial trust is formed without any previous experience by interacting with the Web site interface. This study analyzes how important it is for the Web site to have a trusted interface to keep the customer interested in their business. The study tests the premise that "consumer initial trust is positively related to a trust inducing user interface" and investigates what other features are important in assessing whether or not purchase.