Abstract
It is more important how to maintain and develop the company than starting any business. The matter of trust building in the early stage of start up company is a main cause to make or break business performance. This study analyzes the primary factor to the influence of matter of trust formation in the early stage of starting business at internet shopping mall. Also, We are here concerned with the strategies on the building brand to shopping mall of e-company and the increasing sales. To accomplish the aim of this paper is examined a concept of trust, consumer`s purchase behavior and the factor of trust formation from the basis of preceding research, It was found from the result of an hypothesis testing for positive analyze that information quality, web design and shopping convenience influence factors to the initial trust.
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