Consumer Trust in an Internet Store

Sirkka L. Jarvenpaa, Noam Tractinsky, Michael Vitale

Research output: Contribution to journalArticlepeer-review


The study reported here raises some questions about the conventional wisdom that the Internet creates a “level playing field” for large and small retailers and for retailers with and without an established reputation. In our study, consumers recognized differences in size and reputation among Internet stores, and those differences influenced their assessments of store trustworthiness and their perception of risk, as well as their willingness to patronize the store. After describing our research methods and results, we draw some implications for Internet merchants.
Original languageEnglish GB
Pages (from-to)45-71
Number of pages27
JournalInformation Technology and Management
Issue number1
StatePublished - 2000


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