Providing a Media-Based Model on Social Networks to Increase Trust in E-Commerce

This study was conducted to provide a social media-based model of the factors affecting the promotion of trust in e-commerce using three-stage grounded theory.

The statistical community has been purposefully selected and it includes experts and specialists with knowledge and familiarity with the subject of e-commerce and related issues and those involved in its implementation. The research tool was the implementation of interviews in the form of coding and summarizing them and the method of data analysis using coding and categorization of categories and themes using the grounded theory method. Finally, the statements obtained from the interview are categorized by three methods of open, selective, and axial coding. Finally, by examining the causal conditions, background conditions, and intervening conditions, the effective factors in promoting trust in e-commerce were identified.

After analyzing the data based on expert evaluation, it was observed that there is a significant relationship between the reliability of e-business websites and improving customer trust. It was also confirmed that a reputable brand and the transparency of a website have a direct effect on increasing customer trust in the website.

The effective supportive role of the government in the development ofe-commerce was proven. The results of this research apply to consumers and e-business owners.