Web personalization to build trust in E-commerce: A design science approach
Journal
World Academy of Science, Engineering and Technology
Journal Volume
64
Pages
325-329
Date Issued
2010
Author(s)
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.
Subjects
Bayesian network; Design science; E-commerce; Human-computer interaction; Trust; Web site design
Other Subjects
Bayesian; Conceptual model; Design approaches; Design science; E-Commerce; Experimental evaluation; Exponential rates; Major factors; Networks learning; Online store; Online transaction; Trust; Web personalization; Web site design; Web-page; Design; Distributed parameter networks; Electronic commerce; Human computer interaction; Inference engines; Intelligent networks; Internet; Knowledge management; Ontology; Speech recognition; Websites; Bayesian networks; Bayesian networks; Electronic commerce
Type
journal article