A tremendous amount of work and effort has been devoted to securing financial transactions over the Internet. However the amount of effort is not reflected in the number of people who are purchasing on the Web. This paper provides a conceptual model and framework for future empirical investigations as to why people are still apprehensive to purchasing on the Internet. The model is based on the development of perceptions of risk related to purchasing on the Internet and incorporates, product class, prior experiences with the product and purchasing online, and word of mouth (media reports) as determinants for risk. The model then provides Website design, with technology and information provided as moderators of the effect of perceptions of risk to the purchasing decision.