| The rapid evolution of technology, the pressure to cut costs, and increased outreach to markets have made electronic business a popular trend, resulting in enhanced customer relationships and more efficient methods of conducting business. An increase in the number of reported Internet piracy problems, fraud scandals, and information security breaches give a clear indication that the web is not a fully secure and protected environment. E-businesses still lack solid, secure Internet business policies, systems, and plans that enhance customer loyalty and trust. Trust has become the foundation of a prosperous e-business. This quantitative correlational study explores antecedents of trust between consumers and online merchants. The research investigates the influence of Internet security measures adopted by online merchants on consumers' online purchasing decisions. The study helps online business merchants formulate considerations, policies, and measures to build e-business trust models, mainly with e-consumers of the Middle East. Online business trustworthiness and trust in the Internet medium demonstrated significant correlation with overall trust in e-commerce. The study further reveals that online consumers' risk propensity, for the sample selected in the Middle East does not correlate significantly with trust for online shopping. |
