The increasing essential of relationship marketing has directed the interest of several marketing researchers to the conception of trust. Trust is acknowledged to be a critical requirement for a successful relationship in many business (Little and Marandi 2003). In marketing literature, Trust is defined in many ways as “a willingness to rely on an exchange partner in whom one has confidence” (Moorman et al., 1992). A more inclusive definition, thus, might be "an acceptance of vulnerability to another's possible but not expect, ill will or lack of good will" (Blois 1997). Customer could lead to defection, if the supplier or service provider betray the trust (Ndubisi 2007). Schurr and Ozanne (1985) also defined the trust as the belief that a partner's word or promise is reliable and a party will fulfil her or his obligations in an exchange relationship. Furthermore, other authors found that trust has been evaluated to be important for creating and retaining long-term relationships (Ribbink et al. 2004; Little and Marandi 2003; Gommans et al. 2001). Gommans et al. 2001 claim that trust is an extremely important dimension in online purchasing process behaviour process. Generally, the customer cannot smell, feel, or touch the product. Thus, the marketer should attract customer by create reliability on the online shopping.