Consumer trust in Internet shopping in Ireland: towards the development of a more effective trust measurement instrument
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Research article
Consumer trust in Internet shopping in Ireland: towards the development of a more effective trust measurement instrument Regina Connolly1, Frank Bannister2 1
Dublin City University, Dublin, Ireland Trinity College, Dublin, Ireland
2
Correspondence: Dr F Bannister, School of Computer Science and Statistics, Trinity College, Dublin 2, Ireland. Tel: þ 353 1 608 2186; Fax: þ 353 1 677 0711; E-mail: [email protected]
Abstract 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. Journal of Information Technology (2007) 22, 102–118. doi:10.1057/palgrave.jit.2000071 Published online 19 September 2006 Keywords: trust; Internet shopping; online shopping; e-business; risk
Introduction Background: the role and importance of trust rust, its causes, nature and consequences, is recognised as a significant concept by academics from across a wide spectrum of intellectual disciplines. Sociologists (Gambetta, 1988), psychologists (Deutsch, 1962), organisational behaviour scientists (Sitkin and Roth, 1993; Mayer et al., 1995; Kramer and Tyler, 1996; Mishra, 1996; Kramer, 1999), as well as economists (Williamson, 1974; Zucker, 1986), anthropologists (Ekeh, 1974) and political scientists (Barber, 1983) have contributed to the wide body of work that exists on this topic. In the information systems (IS) field, researchers have shown an increasing awareness of how trust contributes towards the success of many types of virtual environments (e.g. Lee and Turban, 2001; Belanger et al., 2002; Koufaris and Hampton-Sosa, 2002; Shankar
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et al., 2002; Corritore et al., 2003; Gefen and Straub, 2003; Huang et al., 2003; Gefen et al., 2003a; Briggs et al., 2004; Sillence et al., 2004; Cyr et al., 2005). It is considered to have critical importance for the success of online consumer purchasing (Jarvenpaa and Tractinsky, 1999; Reichheld and Schefter, 2000). Although IS researchers’ interest in this topic ha
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