A STUDY OF CONSUMER TRUST IN ON-LINE SHOPPING: METHODOLOGICAL RESEARCH CONSIDERATIONS

摘要

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 outlines an in-progress study in which a previously validated measurement instrument was applied in Ireland and in the United States in order to investigate the existence and importance of specific perceptions and factors that are thought to predict the generation of consumer trust in Internet shopping. It is expected that the results of this study 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 are likely to be of benefit to vendors operating in a global environment in their attempts to engender consumer trust in their websites and thus increase their success in the competitive electronic commerce marketplace.