The Effective Factors on Customer Trust in E-Commerce (B2C Model)

In B2C models of e-commerce, customer trust is considered as one of the key factors of successfulness, and many scholars believe that the success factor in e-commerce is establishment and implementation of a safe and reliable purchasing process for the customers. The aim of this research was to study the effective factors on customer trust in e-commerce. To do so, the research hypotheses were developed to examine individual, company and infrastructural variables. Statistical population of this research was the customers, who had the experience of e - purchasing from the e-stores of “Iranian virtual community”. As the results of data analysis showed, the cooperative and infrastructural variables had positive influence on customer trust but individual variables had no positive influence on customer trust.