Model of Trust in E-Transactions

Almir Peštek, Emina Resić and Maja Nožica

Economic Research-Ekonomska Istraživanja, 2011, vol. 24, issue 3, 131-146

Abstract: Besides significant benefits, the trend of e-commerce development gives rise to a lot of challenges in terms of developing trust between the company and the consumer. A lack of trust leads to withdrawal from e-transactions. The paper is thus aimed at identifying and explaining the most important factors that affect the increase in users' trust in e-transactions. Besides an analysis of available papers in this area, a field research was conducted on a sample of 512 respondents in Bosnia and Herzegovina in order to develop a structural model of users' trust in e-transactions. Research findings confirm that the basic factors of an online trust model are: website usability, privacy, security, expected product performance, loyalty, and electronic management of customer relations (e-CRM).

Date: 2011
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DOI: 10.1080/1331677X.2011.11517472

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