Title:
A Study of The Antecedents of Consumer Trust in Online Shopping
in Ireland
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 that are examined. Consequently, much of our understanding
of the antecedents of trust in on-line 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 perceptions and factors that are thought to predict the generation
of consumer trust in Internet shopping in Ireland. The results will
provide a refined understanding of the predictors and moderators 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. In addition, the detailed
insights afforded by this study will be of benefit to vendors in their attempts
to engender consumer trust in their websites and thus increase their success
in the competitive electronic commerce marketplace.
Author: Regina Connolly