Abstract
This article aims to develop a novel model for ranking the parameters that influence the building of trust on online shopping in the context of Iran. A multi-criteria decision making (MCDM) model based on a fuzzy analytic network process (ANP) method is developed to systematically clarify the interdependent relationships among the evaluation criteria of trust and then, scientifically evaluate the feasible parameters and rank the priorities of the trust. The results of the proposed model reveal that under the characteristics of trustor (TR) sub-factors, the most important indicator which can affect the trust is propensity to trust. Furthermore, regarding the characteristics of trustee (TE) sub-factors, data quality with a priority of 0.064 is the most important indicator. Also, in the environmental factors (EN) sub-factors, promotions and advertising with a weight of 0.151 is the most significant indicator.
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