Publication detail

Formalized qualitative modeling of online trust: Introduction of the method and a detailed example

VESELÝ, Š. DOHNAL, M.

Original Title

Formalized qualitative modeling of online trust: Introduction of the method and a detailed example

Type

journal article in Web of Science

Language

English

Original Abstract

The paper presents a simple qualitative model of online trust in the context of e-commerce. Qualitative models use just three values: Positive/Increasing, Zero/Constant and Negative/ Decreasing. Such quantifiers of trends are the least information intensive. Qualitative models can be useful, since models of online trust include such variables as e.g. Perceived website quality and ease of use (SIT) or Company’s positive reputation (REP) that are sometimes difficult or costly to quantify. Hence, a significant fraction of available information about online trust is not of numerical nature, e.g. if SIT is decreasing then online trust is decreasing as well. Such equationless relations are studied in this paper. The model has 13 variables and 32 pair-wise interrelations among them. The set of variables and interrelations was established based on discussions with experts and internet users. The model is solved and 23 solutions, i.e. scenarios are obtained (thus, we reduce a vast set of all “imaginable” scenarios concerning online trust to a manageable list of scenarios). All qualitative states, and the first and second qualitative derivatives of all variables are specified for each scenario. Many modifications, upgrades and extensions of the present model are easy within the methodological framework introduced in the paper. Qualitative modeling can be seen as one of the uncertainty calculi, such as fuzzy sets and rough sets, that can be helpful e.g. under information shortage (for example when new website is about to be launched and/or when novel, subjective or difficult to measure variables are considered). The paper is self-contained and no a priori knowledge of qualitative modeling is required on the reader’s part.

Keywords

Trust, online, e-commerce, internet, qualitative model, multidimensional, formalized, methodology

Authors

VESELÝ, Š.; DOHNAL, M.

Released

1. 2. 2016

Publisher

Technická univerzita v Liberci

Location

Liberec

ISBN

1212-3609

Periodical

E a M: Ekonomie a Management

Year of study

19

Number

2

State

Czech Republic

Pages from

201

Pages to

213

Pages count

13

URL

http://www.ekonomie-management.cz/archiv/vyhledavani/detail/1045-formalized-qualitative-modeling-of-online-trust-introduction-of-the-method-and-a-detailed-example/

Full text in the Digital Library

http://hdl.handle.net/11012/203124

BibTex

@article{BUT128200,
  author="Štěpán {Veselý} and Mirko {Dohnal}",
  title="Formalized qualitative modeling of online trust: Introduction of the method and a detailed example",
  journal="E a M: Ekonomie a Management",
  year="2016",
  volume="19",
  number="2",
  pages="201--213",
  doi="10.15240/tul/001/2016-2-014",
  issn="1212-3609",
  url="http://www.ekonomie-management.cz/archiv/vyhledavani/detail/1045-formalized-qualitative-modeling-of-online-trust-introduction-of-the-method-and-a-detailed-example/"
}