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. Where as 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 B2CE-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.

Index Terms—B2C E-Commerce, initial trust, interpersonal trusting beliefs, potential netizens.

S. A. Alshammari is with the University Utara Malaysia, Sintok, Kedah, Malaysia (e-mail: s93278@student.uum.edu.my).
H. Mohd is with the College of Arts and Sciences in University Utara Malaysia, Sintok, Kedah, Malaysia (e-mail: haslina@uum.edu.my).

Cite: Samer A. Alshammari and Haslina Mohd, "Introducing and Validating Factors Affecting Potential Netizens’ Perceptions toward the Interpersonal Trusting Beliefs of a Trustee in B2C e-Commerce within the Malaysian Context," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 2, no. 3, pp. 257-261, 2012.