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| Perceived Trust Risk Online and Its Influencing Factors Based on System Simulation Experiment |
| WEI Mingxia,XIA Yu,CHENG Menglai,XIAO Kaihon |
| Henan University of Technology, Zhengzhou, China |
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Abstract From the perspective of online trading traders perception, applying system dynamics theory, this paper analyzes the factors which influence the perception of online trust risk, and constructs the cognitive system of online trust risk. And then system dynamics model of the cognitive system of online trust risk is built according to the relationship among the elements of the system. Taking the number of transactions as the simulation unit and using Vensim software, this article demonstrates the evolution trend of perceived trust risk rate in the process of 100 online transactions. The work reveals that perception of trust risk is more sensitive to business’ trust and the traders’ experience of being cheated, than to other factors. The volume of transactions and the personal ability to guard against are the secondary factors sensitive on the perception of trust risk. The least sensitive factor on the perception of trust risk is online trust service rate.
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Received: 01 June 2012
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2014, Vol. 11 
