|
Ethical Model of Expanding Customer Trust in Internet Businesses
|
M . Dehghani Firouzabadi11   , M.M Parhizgar2 , H Vazifedoost3 , M Bagheri |
1- 1. Ph.D. Student of Business Administration, Payam Noor University, Tehran, Iran
2- 2. Dept. of Business Administration, Payam Noor University, Tehran, Iran , mohammadmehdiparhizgar@gmail.com
3- 3. Dept. of Business Management, Faculty of Management and Economics, Islamic Azad University, Tehran Science and Research Unit, Tehran, Iran. |
|
|
Abstract: (443 Views) |
Background: Trust is the most important key indicator of human interactions. The main factor that creates trust is loyalty to ethical principles in interactions. Therefore, the current research was conducted with the aim of presenting a model in the field of ethical factors affecting customer trust in online businesses.
Method: This research was carried out with a combined (qualitative-quantitative) approach based on the Delphi technique (in the qualitative part) and the structural equation method (in the quantitative part). Based on this, in the qualitative part, the statistical population included university experts and internet business managers, who were selected as a sample of 30 people using non-probability sampling methods and a combination of targeted (judgmental) and chain methods. . The tool was interview and the data was analyzed with Delphi technique. In the statistical population section, the users of the Snap internet transportation system were in Yazd and Isfahan province, and the sample size was determined using Cochran's formula and by simple random method equal to 382 people. The researcher's questionnaire tool was made by Delphi department and finally the data was analyzed by structural equation method.
Results: From the qualitative part, seven categories of factors were identified, in the form of three main dimensions: a) customer-related factors (cognitive factors and experiential factors); b) factors related to the seller (systemic factors and ethical factors that build trust in customers) and c) e-commerce infrastructures (security infrastructures, public infrastructures, legal and legal infrastructures) were categorized.
Conclusion: Compliance with professional ethics and good reputation of an internet business can be effective in building customer trust. |
|
| Keywords: Ethics, Customer Trust, Internet Business |
|
|
Full-Text [PDF 745 kb]
(400 Downloads)
|
Type of Study: Research |
Subject:
Special
Received: 2023/10/18 | Accepted: 2023/12/2 | Published: 2024/07/23
|
|
|
|
|
|
|
| Send email to the article author |
|
|
|
| Add your comments about this article |
|
|
|
