E-commerce web sites are attractive targets for web attackers. The wide media
coverage about many successful attacks against many web sites makes
e-customers more reluctant toward conducting online transactions via the web.
The critical point in this situation is how to help e-customers decide whether a
certain e-commerce web site is trusted or not and persuade them to proceed with
their online transactions. Therefore, the major question that can be addressed is:
what are the trust factors of e-commerce web sites in the eyes of e-customers? In
this domain, the answer is not successfully addressed. Thus, this is considered as
an important gap which should be filled. In response, this paper presents a novel
approach which illustrates an empirical study that successfully identified the key
factors for trusted e-commerce web sites.