Web personalization to build trust in E-commerce : A design science approach

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review

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Detail(s)

Original languageEnglish
Pages (from-to)325-329
Journal / PublicationWorld Academy of Science, Engineering and Technology
Volume64
Publication statusPublished - 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.

Research Area(s)

  • Bayesian network, Design science, E-commerce, Human-computer interaction, Trust, Web site design

Citation Format(s)

Web personalization to build trust in E-commerce : A design science approach. / Sia, Choon Ling; Shi, Yani; Yan, Jiaqi; Chen, Huaping.

In: World Academy of Science, Engineering and Technology, Vol. 64, 2010, p. 325-329.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalNot applicablepeer-review