Consumer Trust in Internet Shopping in Ireland: Towards the Development of a More Effective Trust Measurement Instrument

Abstract

Trust is a complex phenomenon that pervades human relations. It is essential for the success of business-to-consumer electronic commerce, where many of the tools that can be used in its absence (contracts, advance payments, insurance, etc.) may not be available. However, research as to how consumer trust can be built in an online 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 online shopping context remains fragmented. This study uses a previously validated measurement instrument to investigate, in an Irish context, the existence and importance of specific perceptions and factors that are thought to predict the generation of consumer trust in Internet shopping. The research results provide evidence that Irish consumers’ perception of vendor trustworthiness is the result of specific factors that it is possible for vendors to manage. A modified model that addresses the key dimensions of consumer trust in Internet shopping in Ireland is proposed.