Electronic Trust Readiness Evaluation on B2C E-Commerce Companies
Najafi, Issa
Najafi, Issa, Assistant Professor, Department of Computer Engineering. Faculty of Computer and Electronic Engineering. Quchan University of Advanced Technologies Engineering. Mashhad, Iran.
Manuscript received on 20 January 2015 | Revised Manuscript received on 28 January 2015 | Manuscript published on 30 January 2015 | PP: 1-9 | Volume-3 Issue-6, January 2015 | Retrieval Number: F1288013615/2015©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The E-Commerce, as to the nature of the transaction between both parties, is represented in various classifications and includes a framework of computer programs and systems that undertake services in the internet, which are search for information, exchange management, study of rating condition, provision of rating, online payment mode, summary of report and account management. These are the foundations which insure the internet organized activities, increasing the efficiency of transacting parties. For these transactions, system security must be provided and create the necessary ground for mutual trust between the parties, trust towards the system operation, as well as trust towards the relevant product, brand or service . In social interactions, trust is referred to as social wealth. But trust in the e-commerce is a far more issue rather than social wealth and it is considered as a part of the company’s assets, because without it, the ability to trade online would basically be not possible. The electronic trust(E-Trust), whose concept is the willingness of the truster (online shopper) to accept the risks and vulnerability against an internet vendor based on positive expectations about the characteristics and future behaviours of the seller, is created with difficulties for an online seller. The lifecycle of E-Trust in online transactions of type B2C has multiple stages which the first stage begins with total unawareness of the online shopper about the online seller and continues with formation, maintenance (continuance) and finally ends with vanishing. Due to the fact that gaining trust is a difficult and complex issue, its maintaining and prevention from loss has a lot of values for the online seller. In this research, by adoption from the definitions of the concept of electronic readiness, the capabilities of an e-commerce company to create, maintain, prevent from loss and ultimately, rebuild the lost trust was define as E-Trust readiness of the e-commerce company. Then after selecting an appropriate model, the extent of E-Trust readiness of 12 e-commerce companies that are active in the area of online sales of goods and services was evaluated and assessed.
Keywords: E-Trust , E-Transaction, E-Trust Readiness , Evaluation, Security
Scope of the Article: Nano Electronics and Quantum Computing