A Study of Consumer Trust in On-line Shopping: Methodological & Research Considerations (original) (raw)
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Journal of Information Technology, 2007
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.
The Influence of Technical Skill on Consumer Trust in On-Line Shopping in Ireland
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.
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A Conceptual Model of Trust In the Online Environment
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Purpose -The purpose of this paper is to show that trust is an important factor for successful online transactions. Although the importance of trust has been examined from various perspectives, the studies on online trust have been fragmented in nature and are still in their infancy. Design/methodology/approach -This paper explores factors that affect the formation of end-user trust in online environments. The study proposes a conceptual framework, which categorises the affecting elements under internal and external factors affecting end-user trust formation. Findings -The results suggest that the actual outcome of trust-enhancing methods in online environments should be the development of long-term trusted customer relationships. Research limitations/implications -More empirical research efforts need to be directed to study trust in online environments. This study is conceptual and qualitative in nature, which is its main limitation. Practical implications -Companies operating in the online environment should focus their attention on the trust formation process and its management as well as creating and managing their relationships with important third parties. Originality/value -The study is significant for two reasons. First, it synthesises online trust literature and, second, it presents an integrative trust model.
Factor Influencing Trust in Internet Shopping
1st International Digital Conference on Modern Business Management and Social Science, 2018
The Internet in its current form is primarily a source of communication, information and entertainment but increasingly the Internet is also a vehicle for commercial transactions (Swaminathan, Lepkowska-White, & Rao, 1999). Internet commerce involves the sales and purchases of products and services over the Internet (Keeney, 1999). This new type of shopping mode has been called online shopping, E-shopping, Internet shopping, electronic shopping and web based shopping.
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E-commerce success, especially in the business-to-consumer area, is determined in part by whether consumers trust sellers and products they cannot see or touch, and electronic systems with which they have no previous experience. This paper describes a theoretical model for investigating the four main antecedent influences on consumer trust in Internet shopping, a major form of business-to-consumer e-commerce: trustworthiness of the Internet merchant, trustworthiness of the Internet as a shopping medium, infrastructural (contextual) factors (e.g., security, third-party certification), and other factors (e.g., company size, demographic variables). The antecedent variables are moderated by the individual consumer's degree of trust propensity, which reflects personality traits, culture, and experience. Based on the research model, a comprehensive set of hypotheses is formulated and a methodology for testing them is outlined. Some of the hypotheses are tested empirically to demonstrate the applicability of the theoretical model. The findings indicate that merchant integrity is a major positive determinant of consumer trust in Internet shopping, and that its effect is moderated by the individual consumer's trust propensity.
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