A multitheoretical approach for solving trust problems in B2C e-commerce

Pittayachawan, S, Singh, M and Corbitt, B 2008, 'A multitheoretical approach for solving trust problems in B2C e-commerce', International Journal of Networking and Virtual Organisations, vol. 5, no. 3/4, pp. 369-395.


Document type: Journal Article
Collection: Journal Articles

Title A multitheoretical approach for solving trust problems in B2C e-commerce
Author(s) Pittayachawan, S
Singh, M
Corbitt, B
Year 2008
Journal name International Journal of Networking and Virtual Organisations
Volume number 5
Issue number 3/4
Start page 369
End page 395
Total pages 27
Publisher Inderscience Publishers
Abstract Trust has been identified as a major barrier in online shopping, especially in the B2C e-commerce model. It has been studied for several years, but there is no indicator that a satisfactory solution for trust in online shopping has been achieved. A trust model is proposed in this paper in order to address this issue. It is uniquely based on five current issues (cybercrime, security, control, web interface, and a trusted third party) that impact trust, guided by four supportive theories: Semiotics, Trust in Signs, Simmelian Model of Trust and Trustworthiness. The research was accomplished with an online survey to collect data from online shoppers around the world. Structural Equation Modelling (SEM) was used to validate the trust model revealing that privacy and security of information are most important factors affecting trust in B2C e-commerce followed by web interface and control.
Subject Philosophical Psychology (incl. Moral Psychology and Philosophy of Action)
Keyword(s) B2C trust models
e-commerce trust issues
online shopping
e-vendors
electronic commerce
e-shopping
cybercrime
control
web interfaces
trusted third parties
trustworthiness
information privacy
information security.
ISSN 1470-9503
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