A Roadmap for Establishing Trust Management Strategy in E-Commerce Services Using Quality Based Assessment

Full Text (PDF, 482KB), PP.1-9

Views: 0 Downloads: 0


Rath Jairak 1,* Prasong Praneetpolgrang 1 Nivet Chirawichitchai 1

1. School of Information Technology, Sripatum University, Bangkok 10900, Thailand

* Corresponding author.

DOI: https://doi.org/10.5815/ijieeb.2014.05.01

Received: 5 Jul. 2014 / Revised: 2 Aug. 2014 / Accepted: 10 Sep. 2014 / Published: 8 Oct. 2014

Index Terms

Trust management, Trust management strategy, E-Commerce, Quality criteria, Consumer trust, Fuzzy linguistic approach


Trust has been reported as a key role in e-business, especially for a monetary based system like e-commerce. Therefore, many previous studies have been conducted to investigate the antecedents and consequences of consumer trust. But there has been little work done on establishing sensible solutions for leveraging consumer trust. Furthermore, previous studies in managerial trust have not demonstrated trust management that can illustrate a method to link their solutions with the consumers' point of view. In this paper, we therefore propose a practical roadmap for establishing trust management strategy that is consistent with consumer perceptions. Within this roadmap, firstly, a component extraction is performed on survey data in order to identify the quality criteria that actually impact buying decision process. Based on these criteria, the sensible factors for establishing trust and satisfaction are discovered from the regression analysis. Then, the prediction equations for trust and satisfaction are generated. After that the results of prediction equations are applied with a fuzzy linguistic approach in order to convert these results in linguistic terms. Finally, trust management strategy is established. By using our proposed method, website managers can identify which are the quality criteria that are consistent with their customer perceptions and they can use these criteria as a basis for improving trust and satisfaction in their websites.

Cite This Paper

Rath Jairak, Prasong Praneetpolgrang, Nivet Chirawichitchai, "A Roadmap for Establishing Trust Management Strategy in E-Commerce Services Using Quality Based Assessment", International Journal of Information Engineering and Electronic Business(IJIEEB), vol.6, no.5, pp.1-9, 2014. DOI:10.5815/ijieeb.2014.05.01


[1]C. C. Wang, "Building consumers' trust based on pick-up goods behavior in the convenience stores in Taiwan," International Journal of Information Engineering and Electronic Business, vol. 4, no. 2, 2012, pp. 25–33.

[2]Z. Ren and T. M. Hassan, "Trust in e-commerce," in E-Business in Construction, C. J. Anumba and K. Ruikar, Eds, Blackwell Publishing, 2008, pp. 195–210.

[3]A. N. H. Zaied, "Barriers to e-commerce adoption in Egyptian SMEs," International Journal of Information Engineering and Electronic Business, vol. 4, no. 3, 2012, pp. 9–18.

[4]Y. Wang and K. Lin, "Reputation-oriented trustworthy Computing in e-commerce environments," IEEE Internet Computing, vol. 12, no. 4, 2008, pp. 55–59.

[5]D. J. Kim, Y. Song, S. Braynov, and H. R. Rao, "A multidimensional trust formation model in B-to-C e-commerce: A conceptual framework and content analyses of academia/practitioner perspectives," Decision Support Systems, vol. 20, no. 2, 2005, pp. 143–165.

[6]D. Gefen and D. W. Straub, "Managing user trust in B2C e-services," E-Service Journal, vol. 2, no. 2, 2003 pp. 7–24.

[7]H. W. Kim, Y. Xu, and J. Koh, "A comparison of online trust building factors between potential customers and repeat customers," Journal of the Association for Information Systems, vol. 5, no. 10, 2004, pp. 392–420.

[8]D. Gefen, E. Karahanna, and D. W. Straub, "Inexperience and experience with online stores: The importance of TAM and trust," IEEE Transactions on Engineering Management, vol. 50, no. 3, 2003, pp. 307–321. 

[9]H. H. Chang and S. W. Chen, "The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator," Online Information Review, vol. 32, no. 6, 2008, pp. 818–841.

[10]C. Chiu, C. Chang, H. Cheng, and Y. Fang, "Determinants of customer repurchase intention in online shopping," Online Information Review, vol. 33, no. 4, 2009, pp. 761–784.

[11]T. Falk, M. Hammerschmidt, and J. J. Schepers, "The service quality-satisfaction link revisited: Exploring asymmetries and dynamics," Journal of the Academy of Marketing Science, vol. 38, no. 3, 2010, pp. 288–302.

[12]S. Ha and L. Stoel, "Consumer e-shopping acceptance: antecedents in a technology acceptance model," Journal of Business Research, vol. 62, no. 5, 2009, pp. 565–571.

[13] R. Jairak and P. Praneetpolgrang, "The development of a new capability maturity model for assessing trust in B2C e-commerce services," Proceedings of the ICIEIS'11, Part II, CCIS 252, 2011, pp. 448–462.

[14]D. J. Kim, D. L. Ferrin, and H. R. Rao, "A trust-based consumer decision-Making model in electronic commerce: The role of trust, perceived risk, and their antecedents," Decision Support Systems, vol. 44, no. 2, 2008, pp. 544–564.

[15]J. Kim, B. Jin, and J. L. Swinney, "The role of etail quality, e-satisfaction and e-trust in online loyalty development process," Journal of Retailing and Consumer Services, vol. 16, no. 4, 2009, pp. 239–247.

[16]C. X. Ou and C. L. Sia, "To trust or to distrust, That is the question-investigating the trust-distrust paradox," Communications of the ACM, vol. 52, no. 5, 2009, pp. 135–139.

[17]T. Zhou, Y. Lu, and B. Wang, "The relative importance of website design quality and service quality in determining consumers' online repurchase behavior," Information Systems Management, vol. 26, no. 4, 2009, pp. 327–337.

[18]C. Liu, S. Forsythe, and W. C. Black, "Beyond adoption: sustaining online shopping," The International Review of Retail, Distribution and Consumer Research, vol. 21, no. 1, 2011, pp. 71–93.

[19]C. Liu, "Human-machine trust interaction: A technical overview," International Journal of Dependable and Trustworthy Information Systems, vol. 1, no. 4, 2010, pp. 61–74.

[20]D. J. Kim, "An investigating of the effect of online consumer trust on expectation, satisfaction, and post-expectation," Information System and E-Business Management, vol. 10, no. 2, 2012, pp. 219–240.

[21]D. H. McKnight, V. Choudhury, and C. Kacmar, "Trust in e-commerce vendors: A two-stage model," Proceedings of the Twenty First International Conference on Information Systems, Association for Information Systems Atlanta, GA, USA, 2000, pp. 532–536.

[22]H. Wang, "How to stick to online consumers: CRM perspective," Proceedings of the ICCIC'11, Part III, CCIS 233, 2011, pp. 224–231.

[23]L. Yaobin and Z. Tao, "A Research of consumers' initial trust in online stores in China," Journal of Research and Practice in Information Technology, vol. 39, no. 3, 2007, pp. 167–180.

[24]D. Gefen, E. Karahanna, and D. W. Straub, "Trust and TAM in online shopping: An integrated model," MIS Quarterly, vol. 27, no. 1, 2003, pp. 51–90.

[25]P. Bedi and V. Gaur, "Trust based prioritization of quality attributes," The International Arab Journal of Information Technology, vol. 5, no. 3, 2008, pp. 223–229.

[26]F. Akhter, D. Hobbs, and Z. Maamar, "A fuzzy logic-based system for assessing the level of business-to-consumer (B2C) trust in electronic commerce," Expert Systems with Applications, 28, 2005, pp. 623-628.