This study investigates initial trust formation with an unknown online company. Based on data collected from 628 respondents, the results indicate significant direct effects for trust in the Internet infrastructure, susceptibility to the social influence of media, and the presence of influential site characteristics, on user willingness to provide personal information to unknown Internet firms. This study extends the research on trust in e-commerce by providing a prediction model that is demonstrated to calculate the probability of user willingness to provide information. The utility of the model for identifying the relative importance of factors and predicting outcomes lends insight into important issues in online trust formation.