This study investigates the effects of the e-retailer's "Website Name," and a third party assurance seal's position, color, and size on "Intention to Purchase Online". Since "Intention to Purchase Online" is influenced by both "Perceived Trust" and "Perceived Risk," and since "Perceived Trust" and "Perceived Risk" are further influenced by the e-retailer's "Website Name," and third party web assurance seal, this study explores the moderating and mediating effects of the "Website Name" of the e-retailer and assurance seal on both "Perceived Trust" and "Perceived Risk," as well as their relationship with "Intention to Purchase Online." The results show that positive "Feelings" toward the brick and mortar HSSU bookstore holding the "Website Name" (brand extension vs. new brand) and "Familiarity" constant have a positive effect on "Intention to Purchase Online." "Perceived Trust" has a negative effect on "Perceived Risk," and a positive effect on "Intention to Purchase Online." The "Presence" of a third party assurance seal did not affect "Perceived Trust." [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]