Is The Teo & Liu (2007) E-Trust Model A Suitable Model For B2C Customers In Iran's E-Commerce?
| Autor | H. Kamalinasab |
| Cargo | Islamic Azad University |
| Páginas | 1234-1245 |
QUID 2017, pp. 1236-1245, Special Issue N°1- ISSN: 1692-343X, Medellín-Colombia
IS THE TEO & LIU (2007) E-TRUST MODEL A SUITABLE MODEL FOR B2C CUSTOMERS IN
IRAN'S E-COMMERCE?
(Recibido el 03-05-2017. Aprobado el 21-08-2017)
H. Kamalinasab
Department of Management, Neyshabour Branch ,
Islamic Azad University, Neyshabour, Ira n,
hkamalinasa b@gmail.com
Abstract. In the era of communications, the advent of e -commerce and its continuous growth in recent years
has been led to a lot of changes in the economic relations between individuals, companies and even
governments. Traditional business interactions have quickly gave its position into exchanges using
electronic and cyber-based systems. However, e-commerce has been encountered with a huge barrier, such
as consumer trust. Perhaps at first sight, many people know enough the establishing the security and keeping
privacy for desire and tendency of users to shopping in cybe rspace, but with the interactions between trusted
and trustee, the recognition and matching of consumer and merchant perceptions and also the trust caused b y
it is very complicated. B2C e-commerce in Iran is unique to merchants who only have non-physical presence
as selling on the Web site, and due to the lack of offline stores by them, the only other ways of contacting
customers is limited to telephony and fax co mmunications. Therefore, in this research, the Teo & Liu (20 07)
model was selected in addition to investigate and under stand the consumer's needs in order to trust the e -
merchant and the results obtained from trust obtained of it, relook at the effect of the communicatio n channel
constraints between the e-merchant and the buyer, and also cultural differences. The main results of this
study were t hat the dimensions of perceived reputation, multi-channel integrity, and system assurance were
recognized as effective factors on online trust by Iranian electronic customers.
Key wo rds: e-commerce, trust, reputation, system a ssurance, propensity to trust, att itude, risk perception,
perceived size.
Citar, estilo APA: Kamalinasab, H. (2017). Is the Teo & Liu (2007) e-trust model a suitable model for B2C customers in Iran's e-
commerce? Revista QUID (Special Issue). 1236-1245.
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