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End-user trust has been increasingly recognized as important for successful management and use of Web information systems (IS). This research investigates influential factors for the establishment of end-user trust toward Web IS. The theory of reasoned action and the technology acceptance model are adopted as the theoretical foundation for the research model. Based on analysis of data collected from 88 participants of an international coffee company, the results reveal that perceived ease of use, perceived usefulness, user familiarity, and system normality have positively contributed to the establishment of end-user toward a Web communication IS. This research highlights the importance of trust in Web IS adoption and concludes with theoretical and practical contributions.