International Journal of Information Engineering and Electronic Business (IJIEEB)
IJIEEB Vol. 6, No. 5, 8 Oct. 2014
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A Roadmap for Establishing Trust Management Strategy in E-Commerce Services Using Quality Based Assessment
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Author(s)
Rath Jairak
1,*
Prasong Praneetpolgrang
1
Nivet Chirawichitchai
1
Index Terms
Trust management, Trust management strategy, E-Commerce, Quality criteria, Consumer trust, Fuzzy linguistic approach
Abstract
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
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