Proposing a Quantitative Model Towards Building Trust in B2C E-Commerce

Proposing a Quantitative Model Towards Building Trust in B2C E-Commerce

Mahmoud Zamani (University of Tehran, Tehran, Islamic Republic of Iran & Hekmat Iranian Bank, Tehran, Islamic Republic of Iran) and Changiz Valmohammadi (Department of IT Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Islamic Republic of Iran)
DOI: 10.4018/IJCRMM.2018010103

Abstract

This article aims to develop a novel model for ranking the parameters that influence the building of trust on online shopping in the context of Iran. A multi-criteria decision making (MCDM) model based on a fuzzy analytic network process (ANP) method is developed to systematically clarify the interdependent relationships among the evaluation criteria of trust and then, scientifically evaluate the feasible parameters and rank the priorities of the trust. The results of the proposed model reveal that under the characteristics of trustor (TR) sub-factors, the most important indicator which can affect the trust is propensity to trust. Furthermore, regarding the characteristics of trustee (TE) sub-factors, data quality with a priority of 0.064 is the most important indicator. Also, in the environmental factors (EN) sub-factors, promotions and advertising with a weight of 0.151 is the most significant indicator.
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The Relevant Literature Review

The topic of trust is an important issue in the context of various businesses. Because, indeed without trust no business could achieve its determined goals. On the other hand Asf et al. (2015) in their study found that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and e-WOM and that the latter is a function of perceived web quality. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping. Papadopoulou et al. (2001) by literature argue that the foundation of a successful and lasting relationship with the customer is trust, as it largely determines the customer's future behavior and loyalty towards the business.

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