چكيده به لاتين
Abstract:
One of the essential means of realization and development of E-Commerce is E-Banking which facilitates the operation and activities in E-Commerce in conjunction with global monetary systems.
In order to enjoy efficiently from the technology and providing its ongoing development, governments and private institutions should prepare the basis and grounds for its adoption. Since the E-Banking is relied on electronic communication and the main parameter in this field is building trust, therefore, the current study firstly collect the main parameters in building trust using the experts' views and also reviewing and using the literature in this topic and then rank them using the Multiple-criteria decision analysis. The field research method (employing experts) was used for gathering the parameters in order to shape the theoretical framework of the study and also for enjoying the experiences and activities which have been done in the field of E-Banking in order to prepare the related questionnaire. “Expert choice” software was used for ranking the parameters.
Upon reviewing the literature and advisors' views and the masters' views in this field, 3 parameters were recognized as follows: “individual aspect parameters”, “banking aspect parameters” and "infrastructure aspect parameters". Then, each aspect was divided into sub aspects.
Having gathered and analyzed the questionnaires, the main result of the current study was the prioritization of the effective factors on customers' trust. The prioritization suggests that telecommunication, cultural and attitude infrastructure of the customer have the most effect on his/her trust on E-Banking. On the other hand, customer care and ease of access although having an effect on trust were placed at the lower end of the rank.
Key words:
E-Banking, E-Commerce, E-Customer, trust, hierarchical analysis
