One important aspect of consumer relationships is trust. Conducting business on the Web is relatively new compared to traditional business and many of the factors related to consumer trust related to the Web remained unexplored. To increase our understanding about trust building on the Internet, this article studies trust with a focus on its relationship to Web design characteristics, specifically perceived quality of presentation, perceived ease of navigation, and several user attributes: prior internet experience, Web users’ self efficacy, and gender differences. A research model is proposed that builds upon prior research on trust. A survey is developed based on the constructs and relationships in the model. The data analysis and results confirm five out of eight of the hypotheses associated with the model. Theoretical and practical implications are provided.
