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Today, trust has become one of the main concerns of the electronic businessin Iran. The role of trust especially in electronic businesses those directlydeal with selling physical goods through internet is a lot more evident.Reviewing literature shows that several factors affect establishing of trust inpotential customers. Since trust establishment needs to be noticed in eachtriple stages of an electronic purchase (before, during and finally afterpurchase). In this study by using field research, the importance of influentialfactors affecting the potential customers in three stages of an electronicpurchase is determined. Based on the results from conducting the research, thecertainty of traceability of the purchase with importance factor of 85.97% inpre-purchase stage, safety of transactions and the time of delivery of goodswith the importance factor of 85.67% in the middle stage of the purchase andreceiving a fault-free and undamaged good with the importance factor of 89.55%in the post purchase stage make up the top three most important factors.

Identification of main factors affecting trust and determination of their importance in electronic businesses in Iran