This paper presents a trust building conceptual model in an electronic environment. The conceptual model integrates sociological aspects of trust evaluation with the dynamics of trust in electronic transactions. The presented conceptual model is then represented in a mathematical form to enable the user to calculate Worthy of Investment (WoI) value for an online transaction, on the basis of different aspects of online transactions. The mathematical model is based on the use of subjective probabilities which portray the user's corresponding level of trust on each dynamic of an online transaction. The conceptual and mathematical models are designed to be used by online users to evaluate and compare different online transaction options on the basis of rational computed assisted decision-making.
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