Designing a hierarchical model for improving Iranian handicraft businesses in the context of e-commerce with a focus on promoting customer trust

Improving Iran's handicraft businesses in e-commerce is one of the key factors and one of the main elements of success in the development of tourism in the country, so much so that many experts consider the key to success in tourism development to establish a reliable and trusted e-commerce process for buyers. The aim of this study was to design a hierarchical model for improving Iranian handicraft businesses in the context of e-commerce with the focus on promoting customer trust and using a mixed (qualitative-quantitative) approach. Extraction of 16 criteria of the model in the qualitative part was done by interviewing 19 experts and determining the relationship between variables to achieve the model in the quantitative part relying on interpretive structural modeling. As a result, a seven-level model was obtained. The most effective criterion of this model is accurate and complete introduction of products, continuous inspection and reporting of website performance, and its most effective criterion in the seventh level is creating peace and security in shopping. Therefore, 13 other criteria also play the role of interface factors in this model.