Abstract—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. A
sample of 858 individuals was surveyed using a previously validated
measurement instrument that focused on a number of key constructs
identified in the literature as potential trust predictors. The study
results provide evidence that Irish consumers’ trust in Internet
shopping is the result of specific factors, the first of which relates to
the vendor’s perceived integrity, and the second of which relates to
the vendor’s perceived competence. The former encompasses social
antecedents of trust, while the latter encompasses the technical
antecedents of trust. The insights provided by this research 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.
publications/4163