THE EFFECT OF CONTENT AND STRUCTURE CHARACTERISTICS OF WEBSITE ON ONLINE CUSTOMER TRUST AND DISTRUST

Trust is an essential factor in many kinds of human interactions, allowing people to act under uncertainty and with the risk of negative consequences. In electronic commerce (EC) because the product not introduced like traditional business, the role of building trust is more prominent so that the trust between stores and customers in e-commerce can build relationships based on mutual trust and create important and positive impact on intention to purchase the product. Trust has an important influence on electronic customers activities and thereby on e-commerce success especially in B2C (business to consumer) model. Many factors influence the level of trust in the EC. One of the key factors to promote the level of trust is vendor's web site.The role of vendor's web site as the interface that is directly associated with online customer and as the symbol for the introduction of the vendor and the products is very critical. The rationale behind this approach is to gain insight into how and why people trust or distrust a website and to gather information about website characteristics related to trust and distrust. The statistical population of this research are all Iranian users of electronic stores and the sample size is 384. In the process of research, the theoretical model of research includes the impact of four factors which are electronic store, security, website content and structure on trust and distrust. The model variables are identified and asked in form of a questionnaire through members of the sample. After data collection we evaluate research model by using structural equation with SmartPLS 2.0 software. The research results confirmed the impact of all four factors on trust and distrust. Ultimately these factors are ranked in terms of impact on the trust and distrust. The most important factor to build online trust was identified security while electronic store was the most effective factor on distrust