Presenting the indigenous model of factors affecting the formation of digital trust Using the foundation's data approach and theory

Subject Areas : مدیریت

mohammadreza pakdel ¹ , Jalal Haghighat Monfared ^{2 *} , Mansoureh Aligholi ³

1 - PhD student, Department of Information Technology Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Industrial Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran (in charge of correspondence)
3 - Associate Professor, Business Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

Received: 2023-10-04 Accepted : 2024-03-10 Published : 2024-06-18

Keywords: Digital trust, - digital trust modeling, - grounded theory - information technology,

Abstract :

This article is a report of the research findings to provide an indigenous model and identify factors affecting digital trust by using the foundation's data approach. In order to achieve this goal and find out the effective factors of forming digital trust, interviews were conducted with experts and knowledgeable people in this field. The research method is qualitative-quantitative, and semi-structured and in-depth interviews were used to collect data, and the interviewees were experts in the field of information and digital technology and were selected purposefully, and then the data was analyzed and analyzed, and with the approach of Strauss and Corbin, led to the final model. In this process, 74 concepts and 24 categories were created and grouped into 6 axes. In the quantitative validation part of the model, structural equation modeling method was used. At first, questionnaires were compiled and their validity and reliability were examined. Construct, content, divergent and convergent validity were used to measure validity, and Cronbach's alpha method and composite reliability were used for reliability, and they were all proven, then distributed among the statistical sample. The statistical sample was 120 managers and experts in the field of information and digital technology. Based on the analysis of the questionnaire data, due to the non-normality of the data distribution, the research model was tested and proved by the partial least squares method with the help of Smart PLS version 2 software