论文标题
确定影响信任和确定其在伊朗电子业务中重要性的主要因素
Identification of main factors affecting trust and determination of their importance in electronic businesses in Iran
论文作者
论文摘要
如今，信托已成为伊朗电子业务的主要关注点之一。信任的作用尤其是在电子企业中直接通过互联网销售物品的人的作用更为明显。审查文献表明，几个因素会影响对潜在客户的信任。由于需要在电子购买的每个三阶段（在购买之前，最后和购买之后）中注意到信托基金会。在这项研究中，通过使用现场研究，确定了影响潜在客户在电子购买的三个阶段的影响因素的重要性。根据进行研究的结果，购买前阶段，交易的安全性以及商品交付时间的重要性为85.97％的可追溯性，其在购买的中间阶段的重要性为85.67％，并且在购买阶段的重要性和未损害的情况下，其重要性和未损害的因素均与89.55％的购买阶段相比，该阶段是三分之一的重要因素。
Today, trust has become one of the main concerns of the electronic business in Iran. The role of trust especially in electronic businesses those directly deal with selling physical goods through internet is a lot more evident. Reviewing literature shows that several factors affect establishing of trust in potential customers. Since trust establishment needs to be noticed in each triple stages of an electronic purchase (before, during and finally after purchase). In this study by using field research, the importance of influential factors affecting the potential customers in three stages of an electronic purchase is determined. Based on the results from conducting the research, the certainty of traceability of the purchase with importance factor of 85.97% in pre-purchase stage, safety of transactions and the time of delivery of goods with the importance factor of 85.67% in the middle stage of the purchase and receiving a fault-free and undamaged good with the importance factor of 89.55% in the post purchase stage make up the top three most important factors.
