The purpose of this study is to better understand a user’s trust in web sites designed for three different contexts: commerce, health and news. The study evaluates changes in self-reported user trust ratings as the users interacted with different website elements. Differences in user trust ratings were observed between websites, suggesting changes in trust ratings are likely related to website context. Therefore, consumers may develop different thresholds of trust based on usability, privacy, and content based on the context of the website. The results can be used to design web sites across contexts in order to foster appropriate user trust.