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Abstract Although the internet plays a significant role in daily activities, particularly shopping, some individuals are reluctant to shop online due to distrust in the online environment. This research aims to investigate trust barriers to online shopping from the relevant literature and prioritize them in an intuitionistic fuzzy environment. After reviewing the relevant literature, 18 barriers were extracted and a questionnaire based on these barriers was distributed among 150 internet users to rank three criteria of Failure Mode and Effect Analysis (FMEA), namely severity, occurrence, and detection. Afterward, using the entropy method based on FMEA in an intuitionistic fuzzy environment, the priority of each barrier was assessed. The findings showed that the most important barriers to trust in online shopping are ‘privacy risk’, ‘lack of feel‐and‐touch associated with online purchases’, ‘psychological risk’, ‘social risk’ and ‘feeling that e‐vendors are pretending to care about buyers’ welfare’. Based on the findings, marketing managers should focus on improving and promoting the infrastructure security of their online shopping sites, providing comprehensive information, and benefiting from influencers and celebrities’ endorsements in order to increase customer trust.
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Papers that cite the same references — the relational fallback while embeddings are still backfilling.
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