Performance Evaluation of a B2C Model Based on Trust Requirements and Factors

Abstract

This paper evaluates the performance of a newly proposed B2C e-commerce model based on trust factors and requirements in the context of Saudi Arabia. Two categories of trust factors, namely, governmental and nongovernmental types, are identified to create the model for determining the feasibility of an efficient online business strategy in the Kingdom. Data are collected over a duration of 10 weeks based on the designed questionnaire, carefully analyzed, and interpreted. The standpoint of the end user is analyzed to determine the influence of the proposed trust requirements and factors on B2C e-commerce in Saudi Arabia. The reliability of the questionnaires for each requirement with their factors is quantitatively analyzed using Cronbach’s alpha. The questionnaire consists of three parts, namely, demographic component, questions related to the identified requirements, and additional notes as an open question. Questions are designed as per the requirements and the factors of trust models to demonstrate their possible relationship. Furthermore, the questionnaires’ content validity is judged by expert lecturers with relevant specialization before distributing them, which are well organized together with easy understandability. They are randomly distributed among 222 academic and administrative staff (female and male) in addition to university students from the Faculty of Computer Science and Information System in Saudi Arabia. This random selection performed on total 222 responders ensures the statistical accuracy of the sampling. Adaptable government approaches, enactment, rules, insurance of buyer rights, and banking network situation with less web expenses are demonstrated to be significant to e-commerce expansion in the Kingdom. Implementation of the proposed model is believed to augment consumer self-confidence and reliance together with e-commerce growth in Saudi Arabia.