Because the Internet（  2  ） computers all over the world, any business that engages in electronic commerce instantly becomes an international business. One of the key issues that any company faces when it conducts international commerce is trust.

  It is important for all businesses to establish（   2  ）relationships with their customers.Companies with established reputations in the physical world often create trust by ensuring that customers know who they are. These businesses can rely on their（  3 ）brand names to create trust on the Web. New companics that want to establish online businesses face a more diffcult（  4  ）_ because a kind of anonymity(匿名) exists for companies trying to establish a Web presence.

  Because Web site visitors will not become customers unless they trust the company behind the site, a plan for establishing（  5 ） is essential. Customers' inherent lack of trust in“strangers" on the Web is logical and to be expected; sellers on the Web cannot assume that visitors will know that the site is operated by a tnustworthy business.