| Summary: | 碩士 === 國立政治大學 === 資訊管理研究所 === 91 === As more businesses embrace the opportunities offered by the Internet, conducting commercial activities on the Internet is no longer an indicator of competitiveness, but rather a means of staying in business. Many existing literatures offer suggestions for website design from a business point of view. However, only when businesses focus on customers’ expectations will they successfully attract and retain customers. This paper attempts to unearth the relationship between website presentation and web visitors’ perception of trustworthiness. Based on a questionnaire survey on the Internet, it is concluded that the navigation and decision tools, privacy and security statements, product information, and procedure information are keys of website presentation that contribute to impressions of the website being Information- Rich, Unambiguous, and Structured and Organized. These impressions, in turn, help building a perception of trustworthiness when a website is visited for the first time.
Keywords: website presentation, visitors’ impressions, perception of trustworthiness
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