Interdisciplinary Journal of Contemporary Research in ... - Webs

ijcrb.webs.com
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS
Trust Models in e-Business; Analytical-Compare Approach
JANURAY 2011
VOL 2, NO 9
Nour mohammad Yaghoubi
University of Sistan and Baluchestan, School of management and accounting , Department of
Management, Zahedan, Iran
Razieh Yekkeh khani
Masters Student of IT Management, University of Sistan and Baluchestan, Zahedan, Iran
Mohammad javad Esmaeali
Masters Student of IT Management, University of Sistan and Baluchestan, Zahedan, Iran
Abstract
In recent decades, different Electronic Trust (e-trust) models have been introduced. In this
study, an attempt has been made to introduce 10 e-trust models for e-commerce, e-banking,
and e-government. These models have provided a basis for much research, as e-trust literature
has demonstrated. The aim of this paper is survey on models of e-trust by analytical-compare
analysis. We begin by shortly introducing models of e-trust, then we discuss and explain
About these models. In respect with the evolutionary nature of e-trust models, the aforesaid
models have been compared to each other analytically based on different dimensions of Kim
et al. (2005) e-trust model.
Key Words: Electronic Trust, Trust Models, Trust dimensions.
1. Introduction
Today, e-business is not only a choice, but also an inevitable principle for maintaining
competitive advantage on the part of organizations and institutions which operate in a
dynamic environment. e-business has brought about an increase in the quality, dynamics, and
speed of access to the customers and the market. By contrast, it has brought about a decrease
in the prices, implementation time, and time duration of access to the market. Therefore, it is
to note that to be pioneer in e-business is not an easy task at all (hosseini et al., 1385, p.1).
Trust is appealing to many. Why are many organizations and even many countries more
efficient than others? Why do some countries have a stronger conviction about, a higher
integrity with, the social development than others? The answers lie in the relation of trust and
development. There is a strong positive connection between understanding the value of trust
in a society and its economic growth. Public trust is not based on the previous co-operations,
but on trust between strangers. They trust most people. Also, trust provides a basis for all sorts
of new social and commercial relationships. New forms of business are created only based on
trust between people and organizations (Grudzewski et al., 2008, p.17).
Zand holds that the concept of trust is generally complex. A comprehensive definition would
be: ―a tendency towards an increase in the people‘s vulnerability to the uncontrolable
behaviour of some person, and an exploitation of such a vulnerability, of which the poteancial
benefit is much less than the poteancial loss‖ (Zand, 1997, p.91). There is no general
consensus over the definition of trust in the literature, both online and offline, on trust. It is so
because the term is multideminsional and difficult to define. This difficulty arises partly from
the fact that we normally use different words to denote the same concept such as
trustworthiness and trust or trusting and having ensurance (akhaviZadgan, 2008, p. 66).
Luhmann (1982) believes that such a lack of consensus over the concept of trust is because of
the fact that trust is an integral part of the human nature, and such a lack of consensus over it
COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 398
Listed in ULRICH’S