Evaluation impact of E-Trust factors on B2C E-Commerce critical success factors during electronically carried out transactions on improvement conversion rate

In this study, the relationship between the improvement of the quality of e-trust factors of the e-commerce portal and the growth of the conversion rate index, as one of the critical factors in the success of the e-commerce will be discussed. This study explains the role of e-trust factors in the success of the transaction between the buyers and sellers in the e-commerce environment. During this research, first the effective factors on the level of e-trust in the field of B2C e-commerce were identified. Then by using the conventional methods as well as the experts’ opinions, the importance level of each of these factors in the increase or decrease of the e-trust was rated utilizing some scoring and ranking assessment methods. Next, the most important factors were selected in agreement with 12 e-commerce companies and those were implemented in their electronic portal as a new approach for building online trust. In a period of one year, the amount of the influence of the studied factors were evaluated monthly and compared with the performance of the company during the same time at the previous year when the conditions of the company were unchanged. It was found that the conversion rate, which is considered as one of the success factors of the e-commerce, and is equal to the amount of the ratio of number of visitors to the number of actual buyers in a specified period, was increased in all the 12 studied companies and it is directly affected by the improvement of the quality of the e-trust factors. Such that we can see a growth in the average rate of conversion of the companies by 0.1 up to 1. The results of this study show the importance of taking the e-trust factors into account in the field of e-commerce, as a critical index for the success of e-commerce

کلیدواژه ها:

B2C E-Commerce ، Electronic Trust(e-trust) ، Conversion Rate ، Electronic Transaction ، CR Improvement ، Evaluation