Trust is an essential element in so

Trust is an essential element in social relationship and offline commerce. The emergence of online businesses
along with the use of the internet as its basic network has brought new concerns and risks in B2C business
environment; consequently, trust is a fundamental factor in every e-commerce activity. With respect to the
importance and the position of B2C business in e-commerce, researchers have paid more attention to this area
and have strived to overcome challenges to build online trust.
Studies on online merchant revealed that a great deal of money is invested to attract a new customer. If online
merchants have to attract and retain customers while releasing a good return on their investment, they must focus
on the consumer’s expectations. The above-mentioned parameters and dimensions are presented in a model based
on what online consumers perceive as important and effective in B2C web sites. Online merchants can asses their
web sites in terms of a set of variables and identify the areas which need improvement.
The importance of business-to-consumer to the future global economy is well known. Determining how to create
business-to-consumer web sites capable of attracting and retaining consumers so that key objectives, such as
online purchase, web visitor satisfaction, repeat visits, and online customer loyalty are attained is an important
step in developing an overall e-business strategy of an organization.