Hierarchical Model and Characterize Identified E-Commerce Trust to Generate Customer Satisfaction Data


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


American Journal of Computer Sciences and Applications

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

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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.


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