Identification and prioritization of factors influencing on formation of consumer's trust in internet shopping using interpretive structural equations method (ISM) and network analysis process (ANP) Case Study: Online Book Shopping Site "Adineh Book"

Along with rapid growth of World Wide Web, electronic commerce has become a new way for business in online market of products. However, when consumers are doing online shopping, some concerns arise, like how personal information is used, how to guarantee these data and the reliability of online companies. In this regard, factors such as consumers perception about an internet company regarding perceived popularity of company, perceived size of company and trustworthiness of internet vendor, perception about protecting personal boundary and security in internet and finally perceived risks and benefits are investigated. In this research, ISM is used for studying relationship between variables and ANP is used for evaluating the weight of any component. Results of research show that inferred reliability of online trader, as the most important factor, is at the highest level of ISM. On the other side, inferred reliability of online trader has been known as the most important factor according to the quantitative evaluation implemented by ANP.