Information Technology and Management

, Volume 1, Issue 1, pp 45–71

Consumer trust in an Internet store

  • Sirkka L. Jarvenpaa
  • Noam Tractinsky
  • Michael Vitale

DOI: 10.1023/A:1019104520776

Cite this article as:
Jarvenpaa, S.L., Tractinsky, N. & Vitale, M. Information Technology and Management (2000) 1: 45. doi:10.1023/A:1019104520776


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.

Copyright information

© Kluwer Academic Publishers 2000

Authors and Affiliations

  • Sirkka L. Jarvenpaa
    • 1
  • Noam Tractinsky
    • 2
  • Michael Vitale
    • 3
  1. 1.Department of Management Science and Information Systems, CBA 5.202, B6500University of Texas at AustinAustinUSA E-mail:
  2. 2.Industrial Engineering and ManagementBen‐Gurion UniversityBeer ShevaIsrael
  3. 3.Melbourne Business SchoolThe University of MelbourneCarltonAustralia

Personalised recommendations