Prior research in this area has established that trust
in an Internet store depends partly on the size and
reputation of the organization (Jarvenpaa et al.,
2000). Familiarity with an Internet vendor also
impacts trust in that vendor (Gefen, 2000). It is not
surprising then that 39% of consumers indicate that
they would use the Web to buy from merchants they
already know or have bought from in the past (Kane,
1999).