CUSTOMERS’ INITIAL TRUST IN E-BUSINESSES:HOW TO MEASURE CUSTOMERS’ INITIAL TRUST

摘要

Trust has been one of the main items of focus in e-commerce and many previous studies have provided usefulrncontributions (e.g., Gefen 2000; McKnight et al. 2000, 2002, etc.). This study extends the line of studies of e-rncommerce trust and provides a framework and an instrument to measure customers’ initial trust in e-rnbusinesses.