Document Type : Original Article
Authors
1
PhD Student, Information Technology Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
2
Associate Professor, Department of Industrial Management, Islamic Azad University, Central Tehran Branch, Tehran, Iran.
3
Associate Professor, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran.
Abstract
This study aims to develop and validate an indigenous digital trust model tailored to Iran's socio-cultural, legal, and institutional context, with particular attention to emerging challenges of trust in immersive digital environments, including metaverse and virtual platforms. An exploratory sequential mixed-methods design was employed. In the qualitative phase, grounded theory methodology was used with semi-structured interviews of 12 experts (policymakers, senior officials, platform managers, legal specialists, academics) selected via purposive and snowball sampling. Data were analyzed using MAXQDA through open, axial, and selective coding. In the quantitative phase, the model was validated using PLS-SEM via Smart PLS 3 with 100 IT managers (sample size justified by 10-times rule). Qualitative analysis identified 74 concepts, 24 subcategories, and 6 major categories. The core category was governance-centered digital trust. Quantitative results confirmed reliability and validity (CR > 0.70, AVE > 0.50, SRMR = 0.058, GOF = 0.601), with all structural relationships significant. The first empirically validated indigenous digital trust framework for Iran, extending theory by conceptualizing trust as governance-centered and identifying institutional fragmentation and accumulated negative experiences as critical determinants. The framework is positioned within the broader context of trust in emerging immersive digital ecosystems.
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