I. Introduction
Due to the anonymity, the virtuality, and the temporal and spatial separation (the temporal separation between payment and distribution, the spatial separation between buyers and sellers), e-commerce transactions involve great risk and uncertainty. Especially for the first-time buyers, due to lack of previous interaction experience with the site, they will perceive more significant risk. Thus it is critical for websites to build consumer initial trust. Initial trust develops when consumers first interact with the website. On the other hand, because of the low Internet switching cost, consumers just only need a click to switch from one site to another. This also means websites need to build consumers' initial trust to acquire and retain them.