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

Author

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  • Siddhi Pittayachawan
  • Mohini Singh
  • Brian Corbitt

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.

Suggested Citation

  • Siddhi Pittayachawan & Mohini Singh & Brian Corbitt, 2008. "A multitheoretical approach for solving trust problems in B2C e-commerce," International Journal of Networking and Virtual Organisations, Inderscience Enterprises Ltd, vol. 5(3/4), pages 369-395.
    • Handle: RePEc:ids:ijnvor:v:5:y:2008:i:3/4:p:369-395
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    Citations

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    Cited by:

    1. Baki Rahmi, 2020. "Analysis of Factors Affecting Customer Trust in Online Hotel Booking Website Usage," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 10(2), pages 106-117, December.
    2. Christian Mbayo Kabango & Asa Romeo Asa, 2015. "Factors influencing e-commerce development: Implications for the developing countries," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 1(1), pages 59-66, April.

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