Assessment of the E-Trust Readiness of The B2CE-Commerce Companies

In social interactions, trust is referred to as social wealth. But trust in the e-commerce is a far more issue rather than social wealth and it is considered as a part of the company's assets, because without it, the ability to trade online would basically be not possible. The electronic trust(E-Trust), whose concept is the willingness of the truster (online shopper) to accept the risks and vulnerability against an internet vendor based on positive expectations about the characteristics and future behaviours of the seller, is created with difficulties for an online seller. The lifecycle of E-Trust in online transactions of type B2C has multiple stages which the first stagebegins with total unawareness of the online shopper about the online seller and continues with formation, maintenance (continuance) and finally ends withvanishing. Due to the fact that gaining trust is a difficult and complex issue, its maintaining and prevention from loss has a lot of values for theonline seller. In this research, by adoption from the definitions of the concept of electronic readiness, the capabilities of an e-commerce company to create,maintain, prevent from loss and ultimately, rebuild the lost trust was define as E-Trust readiness of the e-commerce company. Then after selecting anappropriate model, the extent of E-Trust readiness of 10 e-commerce companies that are active in the area of online sales of goods and services was evaluatedand assessed

کلیدواژه ها:

E-Transaction ، E-Trust ، E-Trustreadiness ، Truster ، Trustee ، Assessment