CHOON LING SIAShi Y.Yan J.Chen H.2021-08-092021-08-0920102010-376Xhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-78651545193&partnerID=40&md5=ac820e23a011a31428e2f4a303027eeahttps://scholars.lib.ntu.edu.tw/handle/123456789/577357With 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.Bayesian network; Design science; E-commerce; Human-computer interaction; Trust; Web site designBayesian; 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 commercejournal article2-s2.0-78651545193