This paper aims to address factors influencing the degree of trust in diffusion of technology. After reviewing the literature, this study proposes the conceptual model of technology diffusion fromtrust theory perspective. The model identifies three perceptual factors impacting on-line trust, whic are perception of credibility, ease of use, and risk. Furthermore, the perceptual factors are related to five external factors including cstomer characteristic, products and services characteristic, perception of risk, different markets and cultures, and past experience.