FACTORS INFLUENCING BUILDING CONSUMERS' INITIAL TRUST IN E-COMMERCE

This study aimed to investigate factors influencing building consumers' initial trust in e-commerce in Ethiopia. Mizan-Tepi University academic staffs were chosen as the population for this study. A quantitative research approach with an explanatory research design was employed. All the independent variables used in the research were formulated based on the extant literature review, and initial trust in e-commerce adoption used as an outcome variable. A total of 130 usable questionnaires collected from respondents using a convenience sampling method and the data were analyzed using SPSS version 23 software. The results show that website design quality, security and reputation, purchase characteristics and advertising factor positively contributes to consumers trust in e-commerce. Diversely, the purchase characteristics and support factors have no significant effect on consumers' initial trust in e-commerce. Thus, it is essential that managers and owners of shopping websites need to consider these effective initial trust-building factors in e-commerce adoption.