Title:
Consumer Trust in Internet Shopping: The Influence of Cultural Factors
Abstract: Research to date into how consumer trust can be
built in an on-line environment is limited and varies considerably in terms
of the dimensions of the problem 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 a previously validated
measurement instrument is used to investigate the existence and importance
of specific factors that are thought to predict the generation of consumer
trust in Internet shopping in Ireland. The detailed insights afforded
by this study 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. The findings of this research
are of potential benefit to on-line vendors of all types who seek to engender
consumer trust in their websites.