اولويت بندي فاكتورهاي موثر بر اعتماد در تجارت الكترونيكي ( محصولات صنعت ) با استفاده از فرايند تحليل سلسله مراتبي (AHP)

Ranking the Factors Influencing Trust in E -commerce (Industrial Product) by Analytical Hierarchical Process (AHP)

The lack of customers1 trust in e-business activities, its technologies and social, financial and legal infrastructures significantly challenges the players in this area. Most of the evaluation mechanisms of trust in traditional environment of business is not applied in the vrtual and electronic environment. In this paper, the subject of trust is first studied and then the models of trust making in the electronic environment have been reviewed. Finally, the Analytical Hierarchy Process (AHP) has been used for prioritizing the essential factors of trust based on the framework of Orbanʹs electronic transactions and according to the six dimensions of information content of the web site, technology, product specifications, institutional, transactional and purchaser behavior factors. Finally, some practical recommendations have been presented. Prioritization of factors have been done by the experts of information technology who at least have had one published research type paper, a research project (the expert as the main researcher) or a published book. This study has been conducted in the first half of year 2007. The findings imply that among the discussed dimensions, technological, institutional, web site information content and product specifications have the higher rankings in trust making.