Research Article of American Journal of Computer Sciences and Applications
Hierarchical Model and Characterize Identified E-Commerce Trust to Generate Customer Satisfaction Data
Solanke Ilesanmi, Adebayo, A.O., Adekunle, Y.A , Okolie, S.O
Department of Computer Science, Babcock University
The main reason consumers are reluctant to purchase from the internet vendors is the lack of trust. The lack of clues and face-to-face interaction in the online environment has made it more difficult to establish trust with consumers in e-commerce. The e-commerce trust issue is identified as a Multi-Criteria Decision Making (MCDM) problem thereby resulting to MCDM as an approach used to solve the problem because it emphasizes on the integration between fuzzy logic and Analytical Hierarchical Process (AHP) and is commonly used in the research community. This approach is being used to form the bases for the conceptual framework of this study. The literature review used a narrative method to give a direction and scope of the research, while the exploratory research approach is adopted to narrow it down to specific direction in order to be able to determine the research design, sample size, technique, design and data collection method. Such techniques are both implemented in order to give clear answers to lingering questions about the researcher’s mind, to synthesize all the information obtained and to arrive at a stand on which methodology and methods to be used to solve the problem under investigation. A hierarchical model has been developed which can be used to assess trust parameters in application using MCDM techniques. The methodology used can accurately determine both the subjective and objective trust factors and parameters of e-commerce trust applications simultaneously in complex situations where there is an abundance of ambiguity that is highly inherent in the process of human decision making. To evaluate the overall success of any information system, the usability evaluation was described as an essential construct based on the findings from this study.
Keywords: Hierarchical Model, Identified E-Commerce Trust, Customer Satisfaction Data
How to cite this article:
Solanke Ilesanmi, Adebayo, A.O., Adekunle, Y.A , Okolie, S.O, Hierarchical Model and Characterize Identified E-Commerce Trust to Generate Customer Satisfaction Data. American Journal of Computer Sciences and Applications, 2020; 3:24.
1. Ackerman, M. S., & Davis Jr, D. T. (2003). Privacy and security issues in e-commerce. New economy handbook.
2. Agboola, A. A. (2003). Impact of electronic banking on customer services in Lagos, Nigeria. Journal of Social Sciences, 7(1), 27-36.
3. Alhamad, M., Dillon, T., & Chang, E. (2011). A trust-evaluation metric for cloud applications. International Journal of Machine Learning and Computing, 416.
4. Ali, H. A. (2005). Security & Trust in Agent-enabled E-commerce: Survey. 4th WSEAS Int. Conf. on Information Security, Communications and Computers, (pp. 16-18).
5. Ambrose, P., & Johnson, G. (1998). A trust-based model of buying behavior in electronic retailing. AMCIS 1998 Proceedings, (p. 91).
6. Bauer, P. C., Freitag, M., & Gambetta, D. (2015). Three Essays on the Concept of Trust and its Foundations. PhD Thesis, University of Bern.
7. Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. The journal of strategic Information Systems, 11(3-4), 245-270.
8. Belsis, P., Kokolakis, S., & Kiountouzis, E. (2005). Information systems security from a knowledge management perspective. Information Management & Computer Security, 13(3), 189-202.
9. Bishop, M. (2003). Computer security: art and science. Addison-Wesley Professional.
10. Blackford, M. G. (2010). American Manufacturing, 1850–1930: A business history approach. OAH Magazine of History, 24(1), 17-22.
11. Borisov, N., Goldberg, I., & Wagner, D. (2001). Intercepting mobile communications: the insecurity of 802.11. 7th annual international conference on Mobile computing and networking (pp. 180-189). ACM.
12. Bowlby, J. (1977). The making and breaking of affectional bonds. I. Aetiology and psychopathology in the light of attachment theory. An expanded version of the Fiftieth Maudsley. The British Journal of Psychiatry, 130(3), 201-210.
13. Bunker, B. B., & Rubin, J. Z. (1995). Conflict, cooperation, and justice: Essays inspired by the work of Morton Deutsch. Jossey-Bass.
14. Burt, R. S., & Knez, M. (1995). Kinds of third-party effects on trust. Rationality and society, 7(3), 255-292.
15. Caruana, A., Money, A. H., & Berthon, P. R. (2000). Service quality and satisfaction–the moderating role of value. European Journal of marketing, 34(11/12), 1338-1353.
16. Castelfranchi, C., Falcone, R., & Pezzulo, G. (2003). Trust in information sources as a source for trust: a fuzzy approach. In Proceedings of the second International Joint Conference on Autonomous Agents and Multiagentsystems (pp. 89-96). ACM.
17. Chadwick, D. W., Young, A. J., & Cicovic, N. K. (1997). Merging and extending the PGP and PEM trust models-the ICE-TEL trust model. IEEE Network, 11(3), 16-24.
18. Chaudhari, M. A., & Shirbhate, P. V. (n.d.). The study of E-Commerce Security Issues and Solutions.
19. Chaum, D. (1985). Security without identification: Transaction systems to make big brother obsolete. Communications of the ACM, 28(10), 1030-1044.
20. Christine Roy, M., Dewit, O., & Aubert, B. A. (2001). The impact of interface usability on trust in web retailers. Internet Research, 11(5), 388-398.
21. Christopher, M., Payne, A., & Ballantyne, D. (1991). Relationship marketing: bringing quality customer service and marketing together.
22. Clark, D. (2001). Face-to-face with peer-to-peer networking. Computer, 34(1), 18-21.
23. Colquitt, J. A., & Rodell, J. B. (2011). Justice, trust, and trustworthiness: A longitudinal analysis integrating three theoretical perspectives. Academy of Management Journal, 54(6), 1183-1206.
24. Corbitt, B. J., & Thanasankit, T. Y. (2003). Trust and e-commerce: a study of consumer perceptions. Electronic commerce research and applications, 2(3), 203-215.
25. Corritore, C. L., Kracher, B., & Wiedenbeck, S. (2003). On-line trust: concepts, evolving themes, a model. International journal of human-computer studies, 58(6), 737-758.
26. Curtin, P. G. (2000). Bank One Online Puts Customer Account Information at Risk.
27. Dolatabadi, H. R., & Ebrahimi, H. (2000). Factors influencing iranian consumer’s trust in internet shopping. European Journal of Social Sciences, 16(2), 307-318.
28. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. The Journal of Marketing, 35-51.
29. Egger, F. N. (2000). Trust me, I’m an online vendor: towards a model of trust for e-commerce system design. In CHI’00 extended abstracts on Human factors in computing systems (pp. 101-102). ACM.
30. Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of electronic commerce research, 12(1), 78.
31. Einwiller, S., Geissler, U., & Will, M. (2000). Engendering trust in internet business using elements of corporate branding. AMCIS 2000 Proceedings, 54.
32. Erikson, E. H. (1950). Childhood and society. New York : WW Norton.
33. Friedman, B., Khan Jr, P. H., & Howe, D. C. (2000). Trust online. Communications of the ACM, 43(12), 34-40.
34. Garfinkel, S., & Spafford, G. (2002). Web Security, Privacy & Commerce. O’Reilly Media, Inc.
35. Garfinkel, S., Spafford, G., & Schwartz, A. (2003). Practical UNIX and Internet security. O’Reilly Media, Inc.
36. Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), 38-53.
37. Glassman, S. (1995). The Millicent protocol for inexpensive electronic commerce. Retrieved from http://www. research. digital. com/SRC/millicent.
38. Goldsmith, E., & McGregor, S. L. (2000). E‐commerce: consumer protection issues and implications for research and education. International Journal of Consumer Studies,, 24(2), 124-127.
39. Goyal, S. (2014). Public vs private vs hybrid vs community-cloud computing: A critical review. International Journal of Computer Network and Information Security, 6(3), 20.
40. Grabosky, P. (2001). The nature of trust online. The Age, 23(1), 1-12.
41. Grönroos, C. (1984). A service quality model and its marketing implications. . European Journal of marketing,, 18(4), 36-44.
42. Head, M. M., & Hassanein, K. (2002). Trust in e-commerce: Evaluating the impact of third-party seals. Quarterly Journal of Electronic Commerce, pp. 307-326.
43. Head, M. M., Yuan, Y., & Archer, N. (2001). Building trust in e-commerce: a theoretical framework. In Proceedings of the Second World Congress on the Management of Electronic Commerce, (pp. 17-19).
44. Hodges, M. (1997). Building a bond of trust. Technology Review, 100(6), 26-27.
45. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
46. Hussin, A. R., Macaulay, L., & Keeling, K. (2007). The importance Ranking of Trust Attributes in e-Commerce website. PACIS 2007 Proceedings, (p. 99).
47. Ingari, F. (2000). The Internet as a Marketing Medium. Strategy and Business, 17, pp. 6-8.
48. Jaeger, R. G., & Halliday, T. R. (1998). On confirmatory versus exploratory research. Herpetologica, S64-S66.
49. Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526.
50. Jones, S., Wilikens, M., Morris, P., & Masera, M. (2000). Trust requirements in e-business. Communications of the ACM, 43(12), 81-87.
51. KarakeShalhoub, Z. (2006). Trust, privacy, and security in electronic business: the case of the GCC countries. Information Management & Computer Security, 14(3), 270-283.
52. Ketchpel, S. P., & Garcia-Molina, H. (1996). Making trust explicit in distributed commerce transactions. 16th International Conference on Distributed Computing Systems (pp. 270-281). IEEE.
53. Kim, D. J., Song, Y. I., Braynov, S. B., & Rao, H. R. (2005). A multidimensional trust formation model in B-to-C e-commerce: a conceptual framework and content analyses of academia/practitioner perspectives. Decision support systems, 40(2), 143-165.
54. Kini, A. D., & Choobineh, J. (2000). An Empirical evaluation of the factors affecting trust in web banking systems. Americas Conference on Information System, (pp. 185-191).
55. Kini, A., & Choobineh, J. (1998, Januuary). Trust in electronic commerce: definition and theoretical considerations. Thirty-First Hawaii International Conference on System Sciences.4, pp. 51-61. IEEE.
56. Konrad, K., Fuchs, G., & Barthel, J. (1999). Trust and Electronic Commerce-more than a technical problem. Proceedings of the 18th IEEE Symposium on Reliable Distributed Systems (pp. 360-365). IEEE.
57. Kuwabara, P., Zeckhauser, R., & Friedman, E. (2000). Reputation systems. Communications of the ACM, 43(12), 45-48.
58. Lanford, P. (2006). E-Commerce: A Trust Perspective. International Conference on Internet Computing, 23, pp. 10-64.
59. Lederer, A. L., Maupin, D. J., Sena, M. P., & Zhuang, Y. (2000). The technology acceptance model and the World Wide Web. Decision support systems, 29(3), 269-282.
60. Lee, H., & Kim, K. (2003). An adaptive authentication protocol based on reputation for peer-to-peer system. In Symposium on Cryptography and Information Security (SCIS).
61. Lee, M. K., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of electronic commerce, 6(1), 75-91.
62. Lewicki, R. J. (1995). Trust in relationships: A model of development and decline. In B. BUNKER, J. RUBIN, & ASSOCIATES, Conflict, cooperation, and justice: Essay inspired by the work of Morton Deutsch.
63. Lewis, R., & B.H., B. (n.d.). The Marketing Aspect of Service Quality. In L. Berry, Emerging Perspective of Services Marketing.
64. Marchany, R. C., & Tront, J. G. (2002). E-commerce security issues. Proceedings of the 35th Annual Hawaii International Conference on System Sciences (pp. 2500-2508). IEEE.
65. Markatos, E. P. (2002). Tracing a large-scale peer to peer system: an hour in the life of gnutella. 2nd IEEE/ACM International Symposium on Cluster Computing and the Grid (pp. 65-65). IEEE.
66. McCole, P., Ramsey, E., & Williams, J. (2010). Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns. Journal of Business Research, 63(9-10), 1018-1024.
67. McKnight, D. H., & Chervany, N. L. (2006). Reflections on an initial trust-building model. In Handbook of trust research (pp. 29-51).
68. Minoli, D., & Minoli, E. (1999). Web Commerce Technology Handbbok–Secure Electronic Transaction.
69. Mithas, S., Ramasubbu, N., Krishnan, M., & Fornell, C. (2003). Effect of website characteristics on consumer loyalty: A multilevel analysis. Proceedings of the Twenty-Fourth International Conference on Information.
70. Mosavi, S. A., & Ghaedi, M. (2012). A survey on the relationship between trust, customer loyalty, commitment and repurchase intention. African journal of business management, 6(36), 10089.
71. Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202.
72. Nafi, K. W., Hossain, A., & Hashem, M. M. (2013). An advanced certain trust model using fuzzy logic and probabilistic logic theory. arXiv preprint arXiv:1303.0459.
73. Neyses, J. (n.d.). Higher Education Security Alert From the US Secret Service: List of Keystroke Logging Programs. Retrieved April 25, 2012
74. Niranjanamurthy, M., & Chahar, D. D. (2013). The study of e-commerce security issues and solutions. International Journal of Advanced Research in Computer and Communication Engineering, 2(7).
75. Panagariya, A. (2000). E‐commerce, WTO and developing countries. The World Economy, 23(8), 959-978.
76. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 41-50.
77. Park, J. S., & Hwang, J. (2003). Role-based access control for collaborative enterprise in peer-to-peer computing environments. Proceedings of the eighth ACM symposium on Access control models and technologies (pp. 93-99). ACM.
78. Patton, M. A., & Jøsang, A. (2004). Technologies for trust in electronic commerce. Electronic Commerce Research, 4(1-2), 9-21.
79. Persson, M. (n.d.). Mobile Agent Architectures Division of Command and Control Warfare Technology. 11 LINKbPING.
80. Pittayachawan, S., & Singh, M. (2004). Trust Models in the E-Commerce Environment. ICEB, (pp. 901-907).
81. Pourshahid, A., & Tran, T. (2007). A visualization approach for modeling trust in e-commerce. Canadian Conference on Electrical and Computer Engineering (pp. 832-835). IEEE.
82. Ranganathan, C. &. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465.
83. Ratnasingham, P. (1998). The importance of trust in electronic commerce. Internet research, 8(4), 313-321.
84. Rescorla, E., Ray, M., Dispensa, S., & Oskov, N. (2010). Transport layer security (TLS) renegotiation indication extension. No. RFC 5746.
85. Roberts, P. (2002). Bugbear Virus Spreading Rapidly. Retrieved from PC World Online.
86. Schoder, D., & Yin, P. L. (2000). Building firm trust online. Communications of the ACM. 43(12), 73-79.
87. Sharon, H. (2005). Engineering e-Business Applications for Security. In Symposium on Information Systems Assurance Integrity.
88. Six, F. E. (2007). Building interpersonal trust within organizations: a relational signalling perspective. Journal of Managemen,t & Governance , 11(3), 285-309.
89. Sriram, A., & Rao, A. P. (2018). Security Issues in E-Commerce.In Improving E-Commerce Web Applications Through Business Intelligence Techniques . IGI Global, 179-207.
90. Stead, B. A., & Gilbert, J. (2001). Ethical issues in electronic commerce. Journal of Business Ethics, 34(2), 75-85.
91. Steinfield, C., & Whitten, P. (1999). Community level socio-economic impacts of electronic commerce. Journal of Computer-Mediated Communication, 5(2), JCMC524.
92. Teacy, W. L., Patel, J., Jennings, N. R., & Luck, M. (2006). Travos: Trust and reputation in the context of inaccurate information sources. Autonomous Agents and Multi-Agent Systems, 12(2), 183-198.
93. Tipton, H. F., & Krause, M. (2006). Information Security Management Handbook (Vol. 3). Auerbach Publications.
94. Tkacz, E., & Kapczynski, A. (2009). Internet-Technical development and applications (Vol. 64). Springer Science & Business Media.
95. Treese, G. W., & Stewart, L. C. (2003). Designing systems for Internet commerce. Addison-Wesley Professional.
96. Treesinthuros, W. (2012). E-commerce transaction security model based on cloud computing. IEEE 2nd International Conference on Cloud Computing and Intelligent Systems (CCIS) (pp. 344-347). IEEE.
97. Turban, E. D., King, J. K., & Viehland, D. (2004). Electronic Commerce 2004: A Managerial Perspective (3rd ed.). Prentice Hall.
98. Urban, G. L., Sultan, F., & Qualls, W. J. (2000). Placing trust at the center of your Internet strategy. MIT Sloan Management Review, 42(1), 39.
99. Vaishnavi, V., & Kuechler, W. (2004). Design research in information systems. .
100. Vladimir, Z. (1996). Electronic commerce: structures and issues. International journal of electronic commerce, 1(1), 3-23.
101. Von Alan, R. H., March, S. T., Park, J., & Ram, S. (2004). Design science in information systems research. MIS quarterly, 28(1), pp. 75-105.
102. Wang, Y. D., & Emurian, H. H. (2005). An overview of online trust: Concepts, elements, and implications. Computers in human behavior, 21(1), 105-125.
103. Winch, G., & Joyce, P. (2006). Exploring the dynamics of building, and losing, consumer trust in B2C e-Business. International Journal of Retail and Distribution Management, 34(7), 541-555.
104. Winner, D. (2002). Making Your Network Safe for Databases. SANS Information Security Reading Room.
105. Xiong, L., & Liu, L. (2004). Peertrust: Supporting reputation-based trust for peer-to-peer electronic communities. IEEE transactions on Knowledge and Data Engineering, 16(7), 843-857.
106. Yao-Hua Tan, W. T. (2000). Toward a generic model of trust for electronic commerce. International journal of electronic commerce, 5(2), 61-74.
This work and its PDF file(s) are licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.