Indian Journal of Science and Technology

Abstract

Objective: This study aims to identify, categorize and introduce the influential factors of creating, promoting and maintaining E-Trust in B2C EC )E-Commerce( businesses. The quality and quantity of the factors play a vital role as the index of the degree of trust in an EC business. They can be used by online customers, or other companies, to assist trust creation in all stages of investigating and making decisions on online transactions. Methodology: First of all, the factors affecting the life cycle of E-Trust in EC environment were extracted from related literature. Then, they were assessed, ranked and classified using the opinions and recommendations of professional experts. Their assumptions on the impact of the factors on the E-Trust of online customers were collected from the studied population using a comprehensive poll conducted over online buyers. Findings: Data was analyzed using structural equations model and LISERL. It was revealed that the five studied factors are actually the most important factors affecting the E-Trust in EC businesses. In addition, this study was assessed by a number of EC specialists. Their results agree with those proposed by the studied population. Innovation/ Improvement: This is an innovative study on the E-Trust factors of B2C EC businesses and establishing TDSET Models for managing Online Trust. Administrative organizations of E-Business, which are responsible for regulating, administrating and organizing EC efforts such as B2C, B2B and C2B models, can adopt the results as a new approach for assessing EC businesses from customers’ points of view in order to create trust and assist, accelerate and facilitate the process of making decision on the completion of online transactions
Keywords: Analyzing, Assessing, Designing, E-Transaction, E-Trust, Trust Management