A reason why word-of-mouth communication is considered so powerful in online environments is that many consumers not only are uncertain about how to conduct business online but also consider e-commerce to be somewhat risky (e.g. credit card security concerns, privacy concerns, etc.). Consequently, consumers who are new to e-commerce value world-of-mouth advice to help guide their online decisions (Cognitiative, 1999b). Recognizing this, many dot.coms provide current consumers with incentives (e.g. free gifts) for referring new customers to their site.