Identification of factors influencing building initial trust in e-commerce

Document Type: Research Paper


1 Department of Industrial Engineering, Damghan University, Damghan, Iran

2 Department of IT Engineering, Graduate University of Advanced Technology, Kerman, Iran

3 Department of Software Engineering, Damghan University, Damghan, Iran


Nowadays, consumer trust is identified as one of the most important factors in electronic commerce (e-commerce) growth. This has led much research to investigate the role of trust in e-commerce and determine the factors which influence trust in this area. This paper explores factors which are engaged in building initial consumer trust in online shopping when a consumer wants to buy from a website for the first time. For developing the model and determining factors, data collection is conducted using questionnaire distribution for 325 respondents. After that, the validity of the proposed model is confirmed with Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). In EFA, variables are categorized into 6 factors and then using CFA which is based on Structural Equations Model (SEM) the relationship between variables and factors is investigated. The results of research show that factors of Product Characteristics, Security & Reputation, Website Design Quality, Support, Purchase Characteristic, and Advertising are effective factors for building initial trust. In this study the statistical population is students of Damghan University.


Article Title [Persian]

شناسایی عوامل مؤثر بر ایجاد اعتماد اولیه در تجارت الکترونیکی

Authors [Persian]

  • منصوره معادی 1
  • مرجان معادی 2
  • محمد جاویدنیا 3
1 گروه مهندسی صنایع، دانشگاه دامغان، دامغان، ایران
2 گروه مهندسی فناوری اطلاعات دانشگاه تحصیلات تکمیلی صنعتی کرمان، کرمان، ایران
3 گروه مهندسی نرم افزار، دانشگاه دامغان، دامغان، ایران
Abstract [Persian]

امروزه، اعتماد مصرف‌کنندگان یکی از مهم‌ترین عوامل توسعة تجارت الکترونیکی شناخته می‌شود. همین موضوع سبب‌شده تا محققان زیادی به بررسی نقش اعتماد در تجارت الکترونیکی و عوامل مؤثر بر آن بپردازند. این مقاله به بررسی عوامل مؤثر بر ایجاد اعتماد اولیة مصرف‌کنندگان به فروشگاه‌های اینترنتی می‌پردازد، هنگامی که قصد انجام اولین خرید از تارنما را دارند. برای توسعة مدل و شناسایی عوامل، جمع‌آوری داده‌ها با استفاده از توزیع پرسشنامه میان 325 پاسخ‌دهنده انجام شد. سپس، اعتبار مدل با تحلیل عاملی اکتشافی و تحلیل عاملی تأییدی ارزیابی و تأیید شده است. نتایج تحلیل عاملی اکتشافی متغیرهای پژوهش را در شش عامل طبقه‌بندی می‌کند. سپس، با تحلیل عاملی تأییدی مبتنی بر مدل‌یابی معادلات ساختاری رابطة بین متغیرها و عوامل بررسی شده است. نتایج پژوهش نشان می‌دهد که عوامل ویژگی‌های محصول، امنیت و شهرت، کیفیت طراحی تارنما، پشتیبانی، ویژگی‌های محصول و تبلیغات بر اعتماد اولیه تأثیرگذار است. جامعة آماری مطالعة حاضر را دانشجویان دانشگاه دامغان تشکیل می‌دهند.

Keywords [Persian]

  • اعتماد الکترونیکی
  • اعتماد اولیه
  • تجارت الکترونیکی
  • خرید برخط
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