Authors: Omer Mahmood
Addresses: School of Information Technologies, University of Sydney, Sydney, Australia; School of Information Technologies, Charles Darwin University, Australia
Abstract: 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.
Keywords: trust recognition; electronic environments; human factors; perceived risks; trust evaluation; virtual environments; modelling; electronic transactions; online transactions; computed-assisted decision making.
International Journal of Networking and Virtual Organisations, 2008 Vol.5 No.3/4, pp.349 - 368
Published online: 19 Jun 2008 *Full-text access for editors Access for subscribers Purchase this article Comment on this article