IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v9y2018i1p36-53.html
   My bibliography  Save this article

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

Author

Listed:
  • Mahmoud Zamani

    (University of Tehran, Tehran, Islamic Republic of Iran & Hekmat Iranian Bank, Tehran, Islamic Republic of Iran)

  • Changiz Valmohammadi

    (Department of IT Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Islamic Republic of Iran)

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.

Suggested Citation

  • Mahmoud Zamani & Changiz Valmohammadi, 2018. "Proposing a Quantitative Model Towards Building Trust in B2C E-Commerce," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 9(1), pages 36-53, January.
    • Handle: RePEc:igg:jcrmm0:v:9:y:2018:i:1:p:36-53
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.2018010103
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jcrmm0:v:9:y:2018:i:1:p:36-53. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.