Call for Paper - March 2022 Edition
IJCA solicits original research papers for the March 2022 Edition. Last date of manuscript submission is February 22, 2022. Read More

A Frame Work for Behavioral Business Intelligence based on Trust Driven Decesion Process Model

International Journal of Computer Applications
© 2011 by IJCA Journal
Volume 33 - Number 5
Year of Publication: 2011
Archana Shrivastava
Dr. Ujwal Lanjewar

Dr. Ujwal Lanjewar and Archana Shrivastava. Article: A Frame Work for Behavioral Business Intelligence based on Trust Driven Decesion Process Model. International Journal of Computer Applications 33(5):47-57, November 2011. Full text available. BibTeX

	author = {Dr. Ujwal Lanjewar and Archana Shrivastava},
	title = {Article: A Frame Work for Behavioral Business Intelligence based on Trust Driven Decesion Process Model},
	journal = {International Journal of Computer Applications},
	year = {2011},
	volume = {33},
	number = {5},
	pages = {47-57},
	month = {November},
	note = {Full text available}


The study aims at online retailers. It explores the use of behavioral business intelligence for increasing trust of online consumers. Behavioral Business Intelligence (BBI) focuses on the people, their behaviors, and the factors that influence their behaviors. The aim of BBI is to know why online buyers exhibit certain preferences. This insight empowers decision makers power in evaluating the success of their strategic decisions. Internet is rapidly gaining acceptance worldwide as well as in India as its reach expands in Indian social milieu. There is a positive trend towards online buying; however doubts continue to linger on the online buying process. It is important to understand the factors which impact trust in the online buying process. This paper explores predominant factors that impact trust. A trust based decision process model is developed and ratified through empirical study. In the end, a behavioral business intelligence framework is developed by integrating trust based decision process model.


  • Agarwal, A., Shankar, R. (2003), “On-line trust building in e-enabled supply chains”, Supply Chain Management, Vol. 8, No.4, pp.324-34.
  • Ang, L., Lee, B.C. (2000), “Engendering trust in Internet commerce: a qualitative investigation”, ANZAM 2000 Conference Proceedings, Macquarie University, Sydney,
  • Balasubramanian, S., Konana, P. and Menon, N.M. (2003), “Customer satisfaction in virtual environments: a study of online investing”, Management Science, Vol. 49, No. 7, pp. 871-89.
  • Buckman, R.H. (2004), Building a Knowledge-Driven Organizations, McGraw Hill, New York, NY.
  • Camp, L.J. (2001), Trust and Risk in Internet Commerce, MIT Press, Cambridge, MA.
  • Chen, Y., and Barnes, S. (2007), “Initial trust and online buyer behavior”, Industrial Management & Data Systems, Vol.107, No. 1.
  • Constantinides E. (2004), “Influencing the online consumer’s behavior: the Web experience”, Internet Research , Vol. 14, No. 2 , pp. 111-126.
  • Cook, C. and Cook, M. (2000), The Convergence of Knowledge Management and Business Intelligence, Auerbach Publications, New York, NY.
  • Coulter, K.S. and Coulter, R.A. (2002), “Determinants of trust in a service provider: the moderating role of length of relationship”, Journal of Services Marketing, Vol. 16 No. 1, pp. 35-50.
  • Davenport, T.H. and Seely, C.P. (2006), “KM meets business intelligence: merging knowledge and information at Intel”, Knowledge Management Review, January/February, pp. 10-15.
  • Doney, P.M., Cannon, J.P. (1997), “An examination of the nature of trust in buyer-seller relationships”, Journal of Marketing, Vol. 61, No.2, pp.35-51.
  • Eastlick, M.A., Lotz, S. (1999), “Profiling potential adopters and non-adopters of an interactive electronic shopping medium”, International Journal of Retail & Distribution Management, Vol. 27, No.6, pp.209-23.
  • Egger, F.N. (2000), “Trust me, I'm an online vendor: towards a generic model of trust for electronic commerce”, CHI 2000 Conference Proceedings, New York, NY.
  • Feng, D. and Chen, E.T. (2007), “Firm performance effects in relations to the implementation and use of knowledge management systems”, International Journal of Innovation and Learning, Vol. 4 No. 2, pp. 172-85.
  • Fornell, C., and Larcker, D., (1981), Structural equation models with unobservable variables and measurement error, Journal of Marketing Research, Vol.18, No.1, pp. 39-50.
  • Fukuyama, F. (1995), Trust: The Social Virtues and The Creation Of Prosperity, The Free Press, New York, NY/Penguin, London,
  • Ganesan, S. (1994), “Determinants of long-term orientation in buyer-seller relationships ”, Journal of Marketing, Vol. 58, No.2, pp.1-19.
  • Gefen, D. (2000), “E-commerce the role of familiarity and trust”, Omega, Vol. 28, No.6, pp.725-37.
  • Gefen, D., Rao, V., Tractinsky, N. (2003), “The conceptualisation of trust, risk and their relationship in electronic commerce: the need for clarifications”, Proceedings of the 36th Hawaii Intrernational Conference on Ssystems Science, Hilton Waikoloa Village, HI, 6-9 January, (CD ROM), .
  • Gefen, D., Straub, D.W. (2004), “Consumer trust in b2c e-commerce and the importance of social presence: experiments in e-products and e-services”, Omega: The International Journal of Management Science, Vol. 32 No.6, pp.407-24.
  • Hair, J F.; Anderson, R.E.; Tatham, R.L.; Black, W.C., (1995), Multivariate Data Analysis, 4th ed., Englewood cliffs, NJ, Prentice-Hall.
  • Hai Wang, Shouhong Wang, (2010), “A knowledge management approach to data mining process for business intelligence”, Industrial Management & Data Systems, Vol. 108 No. 5, 2008pp. 622-634
  • Hoffman, D.L, Novak, T. and Peralta, M.A., (1999), “Information Privacy in the Marketspace: Implications for the commercial uses of anonymity on the web,” The Information Society, Vol. 15, No. April-June, pp. 129-140.
  • Koufaris, M., Hampton-Sosa, W. (2004), “The development of initial trust in a online company by new customers”, Information & Management, Vol. 41 No.3, pp.377-97.
  • Lee, P-M. (2002), “Behavioral model of online purchasers in e-commerce environment”, Electronic Commerce Research, Vol. 2, pp. 75-85.
  • Lee, M.K.O. and Turban, E. (2001), “A trust model for consumer internet shopping”, International Journal of Electronic Commerce, Vol. 4, No. 1, pp. 75-91.
  • Lewicki, R.J., McAllister, D.J., Bies, R.J. (1998), “Trust and distrust: new relationships and realities”, The Academy of Management Review, Vol. 23 No.3, pp.438-58.
  • Loshin, D. (2003), Business Intelligence: The Savvy Manager’s Guide, Morgan Kaufmann, San Francisco, CA.
  • Marwick, A.D. (2001), “Knowledge management technology”, IBM Systems Journal, Vol. 40 No. 4, pp. 814-29.
  • McCole, P. and Palmer, A. (2001), “A critical evaluation of the role of trust in direct marketing over the internet”, Paper presented at the World Marketing Congress, University of Cardiff, Wales, July.
  • McKnight, D.H., Chervany, N.L. (2001), “Trust and distrust definitions: one bite at a time”, in Falcone, R., Singh, M., Tan, Y.-H. (Eds),Trust in Cyber-societies: Integrating the Human and Artificial Perspectives, Springer, Heidelberg, pp.27-54.
  • McKnight, D.H., Chervany, N.L. (2001), “What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology", International Journal of Electronic Commerce, Vol. 6, No.2, pp.35-59.
  • Moorman, C., Zaltman, G., Deshpandé, R. (1992), “Relationships between providers and users of market research: the dynamics of trust within and between organizations”, Journal of Marketing Research, Vol. 29 No. August, pp.314-28.
  • 34 Moorman, S., Desphandé, R., Zaltman, G. (1993), “Factors affecting trust in market research relationships”, Journal of Marketing, Vol. 57, No.1, pp.81-101.
  • Morgan, R.A., Hunt, S.D. (1994), “The commitment-trust theory of relationship marketing”, Journal of Marketing, Vol. 58 No.3, pp.20-38.
  • Mukherjee, A., Nath, P. (2007), “ Role of Electronic Trust in Online retailing: A Re-examination of the commitment-trust theory ”, European Journal of Marketing, Vol. 41 No.9/10, pp.1173-1202.
  • Nonaka, I. and Takeuchi, H. (1995), The Knowledge-Creating Company, Oxford University Press, New York, NY.
  • Paiva, E.L. and Goncalo, C.R. (2008), “Organizational knowledge and industry dynamism: an empirical analysis”, International Journal of Innovation and Learning, Vol. 5 No. 1, pp. 66-80.
  • Palmer, J., Bailey, J. P., & Faraj, S. (2000), “The role of intermediaries in the development of trust on the www: The use and prominence of trusted third parties and privacy statements”, Journal of Computer Mediated Communication, Vol. 5, No.3.
  • Pavlou, P.A. (2003), “Consumer acceptance of electronic commerce – integrating trust and risk with the technology acceptance model”, The International Journal of Electronic Commerce, Vol. 7, No.3, pp.101-34.
  • . Ramachandran, S.D., Chong, S.C. and Lin, B. (2008), “Perceived importance and effectiveness of KM performance outcomes: perspective of institutions of higher learning”, International Journal of Innovation and Learning, Vol. 5 No. 1, pp. 18-37.
  • Reichheld, F.F. and Schefter, P. (2000), “E-loyalty: your secret weapon on the web”, Harvard Business Review, Vol. 78, No. 4, pp. 105-13.
  • Shim, S., Eastlick, M.A., Lotz, S.L. and Warrington, P. (2001), “An online prepurchase intentions model: the role of intention to search”, Journal of Retailing, Vol. 77, pp. 397-416.
  • Singh, J., Sirdeshmukh, D. (2000), “Agency and trust mechanism in consumer satisfaction and loyalty judgements”, Journal of the Academy of Marketing Science, Vol. 28, No.1, pp.150-67.
  • Sirdeshmukh, D., Singh, J. (2000), “Agency and trust mechanisms in consumer satisfaction and loyalty judgements”, Journal of the Academy of Marketing Science, Vol. 28, No.1, pp.150-67.
  • Smoliar, S.W. (2007), “The poetics of knowledge sharing: putting Aristotle to work in the enterprise”, International Journal of Innovation and Learning, Vol. 4 No. 1, pp. 26-39.
  • Sun, S.Y. and Chen, Y.Y. (2008), “Consolidating the strategic alignment model in knowledge management”, International Journal of Innovation and Learning, Vol. 5 No. 1, pp. 51-65.
  • Urban, G.L., Sultan, F., Qualls, W.J. (2000), “Placing trust at the center of yo
  • ur internet strategy”, Sloan Management Review, Vol. 42, No.1, pp.39-48.
  • Wang, Y. D., & Emurian, H. H. (2005), “An overview of online trust: Concepts, elements, and implications”, Computers in Human Behavior, Vol. 21, 105-125.
  • Wiig, K.M. (1999), “What future knowledge management users may expect”, Journal of Knowledge Management, Vol. 3 No. 2, pp. 155-65.
  • Williams, S. and Williams, N. (2006), The Profit Impact of Business Intelligence, Morgan Kaufmann, San Francisco, CA.
  • Wu, J.H., Chen, Y.C., Chang, J. and Lin, B. (2007), “Closing off the knowledge gaps in IS education”, International Journal of Innovation and Learning, Vol. 4 No. 4, pp. 357-75.
  • Yoon, S.J. (2002), “The antecedents and consequences of trust in on-line purchase decisions”, Journal of Interactive Marketing, Vol. 12, No.2, pp.47-63.
  • Yousafzai, S.Y., Pallister, J.G. (2005), “Strategies for building and communicating trust in electronic markets”, Psychology & Marketing, Vol. 22 No.2, pp.181-201.