Effects of E-Commerce Website’s Trusting Actions on Customer’s Continuous Intention

Trust has been identified as crucial to intention to continue to use e-commerce systems. Although trust is inherent in relationship-based practices, most studies on trust havefocused on influences on customer trust. From the viewpoint of mutual trust, few empiricalstudies have examined the effect of users’ perceived trust from an e-commerce websiteon customer trust in that website, despite the obvious importance of this issue, particularlyin the field of e-commerce. This paper empirically examines the role of customer perceptionof trust in the customer on the part of e-commerce websites. In addition, this study exploresthe ability of e-commerce websites’ trusting actions to transfer positive impressions thatencourage trust in those sites. The results indicate that in the e-commerce context, awebsite’s trusting actions are important to customer perception of being trusted by andtrusting in e-commerce websites.