Abstract:

Research as to how consumer trust can be built in an on-line environment is limited and varies considerably in terms of the dimensions of the problem being examined. Consequently, much of our understanding of the antecedents of trust in online shopping context remains fragmented. This paper describes a study in which it is proposed to apply a previously validated measurement instrument to investigate the existence and importance of specific factors that are thought to predict the generation of consumer trust in Internet shopping in Ireland. It is expected that the detailed insights afforded by this study will provide a refined understanding of the predictors of trust in an electronic purchase environment and thus make a valuable contribution not only to information systems research but also to the overall body of marketing, trust and diffusion research. It will also benefit vendors in their attempts to engender consumer trust in their websites.