Aim of this study was to investigate the preference of mechanism and technologies to build online  trust among consumer towards e-commerce website. Mechanisms and technologies that being studied  were secure communication channel mechanism, interaction with past consumers, clear policy, website  design, third party services, company information, and products or services information. The  selection of mechanisms and technologies are influenced by the gender, e-commerce experience,  Internet experience and personality being study to investigate influence of these factors. This  study adopted quantitative approach, use questionnaire as instrument and samples were 226  postgraduate from one of the public institutions of higher education (IPTA) in Malaysia. To  determine the effect of the selection mechanism and the existence of such technology, comparison of  mean values using t test and ANOVA test were performed. It was found that only Internet experience  affects onli.....

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