The primary purpose of this study is to theoretically propose a model of the formation and role of consumer trust in online purchase decision-making in electronic commerce, and to evaluate the validity of the model through simulation and survey research. To verify the model, the correlations and causal relationships among the research model variables were tested, comprising antecedent variables (transaction security, website substantiality, search functionality, and personal variables), a moderating variable (website awareness), and an outcome variable (purchase intention). In the conceptual model of this study, trust was posited to have a significant influence on online purchase intention alongside satisfaction. The main analytical results of this study, conducted with 122 university students as research participants in a controlled simulation setting in a computer laboratory, are as follows. First, website trust responded significantly to image variables such as the awareness and reputation of the firm operating the site, while website satisfaction responded more sensitively to website substantiality (clarity of product attributes and diversity of product selection). Second, among the antecedent variables, personal factors—familiarity with electronic commerce and satisfactory experience with electronic commerce—were found to be correlated with website trust and satisfaction. Third, website trust, satisfaction, and awareness were all found to influence online purchase intention. Fourth, website trust was found to have a high correlation with satisfaction. The results of this study provide both theoretical and practical foundations for internet marketers to establish effective marketing strategies in relation to website development, by offering a substantive and realistic approach to understanding the sources and influence of trust through the examination of trust in electronic commerce in conjunction with website satisfaction and online purchase intention—a concept of increasing importance in electronic commerce.