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

Choon Ling SIA, Yani Shi, Jiaqi Yan, Huaping Chen

Research output: Conference PapersRGC 32 - Refereed conference paper (without host publication)peer-review

1 Citation (Scopus)

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.
Original languageEnglish
Publication statusPublished - 28 Apr 2010
EventInternational Conference on Computer, Electrical, and Systems Science, and Engineering - Rome, Italy
Duration: 28 Apr 201030 Apr 2010

Conference

ConferenceInternational Conference on Computer, Electrical, and Systems Science, and Engineering
Country/TerritoryItaly
CityRome
Period28/04/1030/04/10

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