Within the context of the initial Trust Building Model (TBM) of McKnight et al. (39), we examine specific factors related to Web site quality and structural assurance. Our model is tested using an actual Web site and consumers experienced in e-commerce. Findings show that consumer perceptions of certain cognitive cues (i.e., communication, opportunism, product brand equity, Web site attractiveness) are important predictors of initial trust in an e-retailer. However, Web assurance structures are less important in the formation of initial trust and purchase intentions. It is important in the development of Web assurance and consultative services to address pertinent trust issues by offering specific Web site solutions.
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