This study investigates the development of trust in a Web-based vendor during two stages of a consumer’ s Web experience: exploration and commitment. Through an experimental design, the study tests the effects of third party endorsements, reputation, and individual differences on trust in the vendor during these two stages.
McKnight, D. Harrison; Choudhury, Vivek; and Kacmar, Charles, "Trust in E-Commerce Vendors: A Two-Stage Model" (2000). ICIS 2000 Proceedings. 54.