This study examines how information that may reduce uncertainty affects individuals’ trust in online exchange. Within an experimental marketplace, human subjects make purchase decisions with a series of vendors. Subjects receive information about vendors in the form of ratings of transaction security that vary as to the source of reputation information (interpersonal vs. institutional sources) and the content of information (rating of reliability vs. capability for engaging in secure transactions).
Anthony, Denise, Kitts, James, Masone, Christopher, and Sean W. Smith. “Internet Exchange and Forms of Trust.” In Trust and Technology in a Ubiquitous Modern Environment. Edited by Dominika Latusek and Andrea Gerbasi. IGI Global, 2010.