Factors influencing customer's initial trust of internet banking services in the Jordanian context: A review

Internet banking services (IBS) offer customers and banks many benefits. IBS have been widely adopted and used in developed countries; however IBS adoption in developing countries such as Jordan is still low. Lack of customer' trust is considered the most important impediment to the use of IBS in developing countries. The aim of this study is to investigate and identify the factors that influence customer's initial trust of IBS in the Jordanian context. This paper adopts the qualitative literature survey approach and reports two main categories: Human category and Information Technology category. Human category includes: personality-based trust, cognition-based trust (Reputation), Institutional-based trust (structural assurance), social factors (culture) and supporting factors (relative advantages). Information Technology category includes: website factors (security, privacy, and general online experiences)). We argue that these factors can be useful for organisations in understanding and addressing customer's initial trust about IBS in the Jordanian context