Abstract
Considered the cornerstone of any exchange relation, trust caused for a long time the infatuation of the researchers and the experts. In the context of Internet purchase, the trust problem is posed with more acuteness. There are numerous works on electronic trust (Gefen and Straub, 2003). However, trust is a key condition for the success of commercial sites. Consequently, understanding the underlying mechanisms to its development became a major requirement for the academicians and the experts. The literature review shows that this concept is influenced by perceptual factors towards the company's offer, by individual and situational factors. The perception of site quality and brand equity is relative to the first factor. In fact, consequences of trust were, all the same, one of the extremely important reasons for the discussion. The attitude towards the site, for example, was regarded as a direct consequence of the consumer trust in the site. Trust is a highly complex and multidimensional phenomenon whose importance becomes more and more increasing with the recrudescence of worries and the Internet user's hesitation and with the conscience of the companies. It is of extreme importance for the development of their businesses on-line. Talking about trust is not a recent phenomenon, and through literature we can remove panoply of definitions and studies concerning this issue in various disciplines. It is necessary to note the lack of consensus on a single definition considering the complexity of this issue, its abstract and multidimensional character.
