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