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Title:
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CREATING A TRUSTED TECHNOLOGY-MEDIATED SHOPPING ENVIRONMENT: THE ROLE OF VENDOR VALUES |
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Author(s):
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Regina Connolly |
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ISBN:
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978-972-8924-61-4 |
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Editors:
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Gunilla Bradley |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Trust, perceived integrity, perceived competence, trust propensity |
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Type:
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Full Paper |
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First Page:
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18 |
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Last Page:
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24 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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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 (e.g. contracts, advance payments,
insurance), may not be available. However, 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 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 consumersÂ’ perception of vendor trustworthiness is the result of specific factors that it is possible for
vendors to manage. |
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