Strategy for building initial trust in B2C electronic commerce

This paper analysis the trust building issues and trust information presence which Internet stores provide in order to increase consumer initial trust belief. Based on models of trust from academic literature, the paper develops a research framework that identifies key trust-related factors and organizes them into three categories: self assurance, easy of use and useful of website, and third party information. The framework is applied to six well-known web sites to demonstrate its applicability. The proposed framework will benefit both practitioners and researchers by identifying important issues regarding trust, which need to be accounted for in Internet stores.