Author - Bouchra BENNANI

The main focus of our article is initial trust. Our aim is to highlight the importance of initial trust in international online transactions and to explore its explanatory factors and consequences in the context of cross-border e-commerce. Our article begins with a literature review defining the study variables and the links between them, which leads to the presentation of our conceptual model. After developing our model, we completed an exploratory qualitative research study to examine the identified variables and determine their significance within the context of cross-border e-commerce. Our study reveals the centrality of the constructs of feedback and third parties to initial trust. Other concepts also emerged, including perceived seller responsiveness, international delivery, and price. The factor of national integrity was eliminated. At the theoretical level, our study underlines the importance of certain factors in the formation of initial trust as well as the impact of initial...