Heavily branded websites like amazon.com are household names and carry an implied trust with visitors. However, the vast majority of websites are not well known and are found and visited as a consequence of search results provided by search engines. In these instances, the visitor is probably arriving at the website for the first time and human nature often dictates fear or suspicion of the unknown.
If someone is shopping around for the best price for a particular item, say a Cuisinart food processor, they would probably go to a site such as Ask Jeeves (at ask.com using the Smart Search for Products feature) and quickly obtain a list of sources and prices for the desired item. The “”yes/no”" purchase decision has already been made and it is simply a question of who to buy it from.
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