Research as to how consumer trust can be built in an on-line environment is
limited and varies 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. In this study, a previously validated trust
measurement instrument was applied in order 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 degree to which consumers’
level of technical skill influences their perception of these factors and thus shapes
their trust response was also examined. The results 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 benefit
vendors in their efforts to engender consumer trust in their websites and thus
increase their success in the competitive electronic commerce marketplace.