The past decade has witnessed rapid growth in e-commerce, particularly with respect to business-to-consumer (B2C) transactions. Both established and new vendors have sought to leverage the diffusion of the Internet to expand their markets. The Internet has allowed established firms to expand their marketplace, but at the same time it has eliminated many of the traditional barriers of entry for new entrants to compete for these same consumers. Consumers once accustomed to limited and known vendors are now afforded more choices, but are often concerned about privacy and trust as many of the vendors are "unknowns" (Pennington, Wilcox & Grover, 2003). Given that consumers are now presented with vendors with whom they have little or no familiarity it comes as no surprise that recent research on e-commerce has found that privacy and trust issues are a key determinant in whether consumers' engage in on-line transactions (Hoffman, Novak, & Peralta 1999).