Introducing and Validating Factors Affecting PotentialNetizens’ Perceptions toward the Interpersonal TrustingBeliefs of a Trustee in B2C e-Commerce within theMalaysian Context

Abstract

Abstract-Online transactions growth would promote business-to consumer (B2C) electronic commerce (E-Commerce) development worldwide, including the Malaysian context. However, the majority of Internet users or netizens, comprising Malaysians, had never transacted online so far. Whereas it has been claimed that initial trust is the main issue of such a phenomenon. Thus, further investigation is needed to the issue of initial trust and its antecedents in the context of B2C E-Commerce in Malaysia. Therefore, this research aims to investigate factors that could influence the perceptions of potential netizens toward the interpersonal trusting beliefs of unfamiliar trustee. Within the scope of this research, three major antecedents were selected; website quality, trustee profile, and third party support.