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This paper examines the effect of two mechanisms, namely familiarity and assurance functions, on initial online trust and willingness to buy. Lack of trust has been found to be an important reason why customers still hesitate to utilize e-commerce. The research experimentally investigates whether the form in which the assurance function is displayed (visual assurance functions versus textual assurance functions) has a moderating influence on the effect between familiarity and initial online trust. It further analyses the relation between initial online trust and willingness to buy. The results show that familiarity is positively related to the willingness to buy. No other significant relations are found.