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With the advent of EC, Internet shopping becomes a way of business transactions. This research investigates how trust can affect customers’ purchase intentions. Having surveyed related literature, a conceptual framework has been proposed. The framework consists of four components: independent variables (privacy policy and reputation), intervening variables (cognitive and affective trust), dependent variable (customers’ purchase intentions), and moderating variable (perceived risk). The 2(with/without privacy policy)*2(good/bad reputation) experiments are employed to collect primary data to validate the proposed conceptual framework. The two levels privacy policy and reputation can significantly influence cognitive and affective trust. Moreover, the effect of cognitive trust and purchase intentions is more than that of affective trust. The study result also shows the interaction between privacy policy, reputation, and trust for the major product is not significant. Therefore, we suggest that electronic shopping sites’ managers should consider customers’ mentality in order to raise their purchase intentions.