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Consumer trust is a popular issue within the fi eld of e-commerce. The study summarizes the academic papers on consumer trust, and presents the internal and external factors that affect this trust. The internal factors include the consumer characteristics, website characteristics, and fi rm characteristics. The external factors include policy and technology. The research also presents a model which shows that the trust-building process within e-commerce is cyclical.

Factors and Models Analysis of Consumer Trust on Ecommerce