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Consumer Trust in Electronic Commerce: Social & Technical Antecedents

This paper describes a study in which a previously validated measurement instrument is used to investigate the existence and importance of specific factors that are thought to predict the generation of consumer trust in Internet shopping in Ireland. A sample of 858 individuals was surveyed using a previously validated measurement instrument that focused on a number of key constructs identified in the literature as potential trust predictors. The study results provide evidence that Irish consumers' trust in Internet shopping is the result of specific factors, the first of which relates to the vendor's perceived integrity, and the second of which relates to the vendor's perceived competence. The former encompasses social antecedents of trust, while the latter encompasses the technical antecedents of trust. The insights provided by this research make a valuable contribution not only to information systems research, but also to the overall body of marketing, trust and diffusion research. The findings of this research are of potential benefit to on-line vendors of all types who seek to engender consumer trust in their websites.