Decision-Making Modeling and Evaluation of E-Trust in B2C E-Commerce with Using Colored Petri Nets

Since doing any transaction in online environment requires mutual trust, thus, according to an electronic-environment that lack face-to-face meeting of both parties and the possibility of visible and physical touch of what is being traded, the security and trust will lead to doing transaction with the acceptance of risk. This issue is the major challenge in gaining trust in e-commerce. In this paper, decision-making in e-commerce was modeled and then the level of trust in e-commerce was assessed using CP-Nets by identifying, introducing and evaluating the variables affecting decisionmaking. The results of the study indicate that corporate factors and business model have the greatest impact on customers' decision-making to trust or distrust in e-commerce for fulfilment of every e-transactions.