A Review of Literature of Initial Trust in E-Services: The Case of Internet Banking Services in Jordanian Context

Trust in prior marketing research is considered to be the milestone in the dealing between two entities. Likewise, information systems’ researchers considered customer’s trust in e-Services to be an essential element in accepting such services. In the case of internet banking services (IBS) in the Jordanian context, the early stage of trust will be under investigation since the majority of people are not adopters for IBS. The main aim of this paper is to identify, define, and categorise the factors that influence Jordanian’s initial trust in IBS. A systematic qualitative literature survey approach has been adopted and reports the following categories: firstly, trust bases category includes: personality-based trust, cognition-based trust (Reputation), institutional-based trust (structural assurance); secondly, Information Technology category includes website factors (security, privacy, and general online experiences); thirdly, social factors (national culture); finally, diffusion of innovation factors: Relative advantages and compatibility. The selection of the previous factors depends on the user characteristics (no prior experience in IBS), and context characteristics (national culture of the Jordanian context). These factors can be useful for increasing organisations’ (i.e. banks) understanding and addressing customer’s initial trust in IBS in the Jordanian context.