Web Personalization to Build Trust in E-Commerce : A Design Science Approach

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
StatePublished - 28 Apr 2010

Conference

TitleInternational Conference on Computer, Electrical, and Systems Science, and Engineering
PlaceItaly
CityRome
Period28 - 30 April 2010

Abstract

With the development of the Internet, E-commerce is growing at an exponential rate, and lots of online stores are built up to sell their goods online. A major factor influencing the successful adoption of E-commerce is consumer’s trust. For new or unknown Internet business, consumers’ lack of trust has been cited as a major barrier to its proliferation. As web sites provide key interface for consumer use of E-Commerce, we investigate the design of web site to build trust in E-Commerce from a design science approach. A conceptual model is proposed in this paper to describe the ontology of online transaction and human-computer interaction. Based on this conceptual model, we provide a personalized webpage design approach using Bayesian networks learning method. Experimental evaluation are designed to show the effectiveness of web personalization in improving consumer’s trust in new or unknown online store.

Citation Format(s)

Web Personalization to Build Trust in E-Commerce : A Design Science Approach. / SIA, Choon Ling; Shi, Yani; Yan, Jiaqi; Chen, Huaping.

2010. Paper presented at International Conference on Computer, Electrical, and Systems Science, and Engineering, Rome, Italy.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)Not applicablepeer-review