“…It has been argued that the internet generates additional anxieties in exchange relationships related to perceived risks of "surfing the web" (Chi, Yeh, & Hung 2012). The Internet is a global marketplace with compelling convenience benefits but also with the abiding potential for nefarious activities such as privacy violation, fraud and harassment (Armesh, Salarzehi, Yaghoobi, Heydari, & Nikbin, 2010;Durndell & Haagb, 2002;Hoffman, Novak, & Perlata, 1999). This perspective on consumer online anxieties is also supported by uncertainty reduction theory, which holds that individuals have an innate need to reduce uncertainty in their relationships by seeking (evaluative) information about their partners in order to make their relationships more predictable and stable (Berger & Calabrese, 1975).…”