  Today, trust has become one of the main concerns of the electronic business
in Iran. The role of trust especially in electronic businesses those directly
deal with selling physical goods through internet is a lot more evident.
Reviewing literature shows that several factors affect establishing of trust in
potential customers. Since trust establishment needs to be noticed in each
triple stages of an electronic purchase (before, during and finally after
purchase). In this study by using field research, the importance of influential
factors affecting the potential customers in three stages of an electronic
purchase is determined. Based on the results from conducting the research, the
certainty of traceability of the purchase with importance factor of 85.97% in
pre-purchase stage, safety of transactions and the time of delivery of goods
with the importance factor of 85.67% in the middle stage of the purchase and
receiving a fault-free and undamaged good with the importance factor of 89.55%
in the post purchase stage make up the top three most important factors.
