An experiment survey was used to test the effects of three websites design factors on consumers' initial trust, including website structure, website contents and website visual design, and to verify the intermediary role of social being sense. The study shows that the websites structure and contents have significant effects on initial trust in the e-shop and the social being sense plays a partial intermediary role in the relationship between websites structure and contents and the initial trust. The website visual design has significant effects on social being sense, having no direct impacts on the initial trust.