E-commerce is a necessity for entering the business world because of the rapid development of e-commerce in modern business

E-commerce is a necessity for entering the business world because of the rapid development of e-commerce in modern business. It penetrates rapidly into organizations and has profound impacts on businesses as well as the ordinary lives of people (Jafarzadeh & Aghabarar, 2013). Trust has an outstanding importance that e-commerce provides a unique environment. Promoting consumer trust in online shopping is important to understand. Because of the absence of human touch and communication in e-commerce, comparing the situation of traditional transaction with real environment when consumers give their satisfaction of products by experiencing them physically, trust has a basic role in e-commerce. An assured reliance on the character, ability, strength, or truth of someone or something is the meaning of trust in dictionaries. Trust is the most highly challenging terms whose meaning is hardly agreed upon by researchers within diverse academic disciplines (Hong & Cho, 2011). Trust in marketing involves a consumer’s perceived reliability on the brand, products, or services of a merchant (Flavian, Guinaliu ; Gurrea, 2006). Trust is defined as the willingness of a party to be vulnerable to the actions of another party based on the expectation that the other will perform a particular action important to the trustor, irrespective of the ability to monitor or control that other party (Chai ; Kim, 2010; Mayer, Davis ; Schoorman, 1995). Trust is a governance mechanism in exchange relationships characterized by uncertainty, vulnerability, and dependence (Bradach ; Eccles, 1989; Jarvenpaa, Tractinsky ; Vitale, 2000).