The proportion and importance of online shopping rises day after day all over the world even
though it contains some risks. The primary purpose of this study is to examine important factors
that influence web trust and online shopping. By taking advantage of literature studies, four
factors (web security, consumer reviews of website, availability, and experiences) have been
determined and face-to-face survey method was conducted. 392 participants involved in the
research and the data have been collected in Antalya and Burdur provinces of Turkey. The
relationship between these four factors and web trust has been tested within the scope on online
shopping by using Structural Equation Modelling (SEM) analysis method. The obtained
findings show that web trust has an significant impact on online shopping that is influenced by
web security, availability, and experiences, whereas consumer reviews of website have no
impact.