Web Personalization to Build Trust in E-Commerce: A Design Science Approach
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.
[1] F. F. Reichheld and P. Schefter "E-loyalty: Your secret weapon on the
Web," Harvard Business Review (78:4), 2000, pp. 105-113.
[2] D. Gefen, E. Karahanna, and D. W. Straub, "Trust and TAM in online
shopping: An integrated model," MIS Quarterly, Mar 2003, vol.27, issue
1, p51-90.
[3] C. L. Sia, K. H. Lim, K. Leung, M. K. O. Lee, W. W. Huang, I. Benbasat
"Web Strategies to promote internet shopping: Is cultural-customization
needed?" MIS Quarterly, 2009, vol. 33, no.3, pp. 491-512.
[4] K. H. Lim, C. L. Sia, M. K. O. Lee, and I. Benbasat. "Do I trust you online,
and if so, will I buy? An empirical study of two trust-building strategies."
Journal of Management Information Systems, 2006, vol. 23, no.2, pp.
233-266.
[5] A. R. Hevner, S. T. March, J. Park, S. Ram. "Design science in
information systems research," MIS Quarterly, 2004, vol. 28, no.1, pp.
75-105
[6] D. Gefen "E-commerce: the role of familiarity and trust." Omega, 2000,
vol.28, no.6, pp. 725-737.
[7] D. H. McKnight, L. Cummings, N. L. Chervany, "Developing and
validating trust measures for e-commerce: An integrative typology."
Information Systems Research, 2002, vol. 13, no.3, pp. 334-359.
[8] D. Gefen, E. Karahanna, D. W. Straub "Trust and TAM in online
shopping: An integrated model." MIS Quarterly, 2003, vol. 27, no.1, pp.
51-90.
[9] D. H. McKnight, L. L. Cumming, and N. L. Chervany "Initial trust
formation in new organizational relationships," Academy of Management
Review, 1998, vol.23, no.3, pp.473-490
[10] D. Gefen and T. Heart "On the need to include national culture as a
central issue in e-commerce trust beliefs," Journal of global information
management, 2006, vol.14, no.4, pp. 1-30.
[11] H. Tajfel and J. C. Turner "An integrative theory of intergroup conflict"
In W. G. Austin & S. Worchel (Eds.), The Social Psychology of
Intergroup Relations. Monterey, CA: Brooks-Cole, 1979.
[12] M. Eirinaki and M. Vazirgiannis, "Web mining for web personalization",
ACM Transactions on Internet Technology, vol.3, no.1, pp.1-27, 2003
[13] B. Mobasher, R. Cooley and J. Srivastava, "Automatic personalization
based on web usage mining," Communication of ACM, August 2000,
vol.43, no.8, pp.142-151.
[14] M. Uschold and M. Gruninger, "Ontologies: Principles, methods and
applications" Knowledge Engineering Review, 1996. Vol.11, no.2, p.
93-136.
[15] D. A. Prentice, D. T. Miller, and J. R. Lightdale, J. R. "Asymmetries in
attachments to groups and to their members: Distinguishing between
common-bond and common-interest groups," Personality and Social
Psychology Bulletin, vol.20,pp. 484-493
[16] S. S. Liao, H. Q. Wang, Q. D. Li, and W. Y. Liu, "A
Functional-Dependencies-Based Bayesian Networks Learning Method
and its Application in a Mobile Commerce System," IEEE Transactions
on Systems, Man, and Cybernetics - Part B: Cybernetics, vol.36, no.3,
June 2006, pp. 660-671.
[1] F. F. Reichheld and P. Schefter "E-loyalty: Your secret weapon on the
Web," Harvard Business Review (78:4), 2000, pp. 105-113.
[2] D. Gefen, E. Karahanna, and D. W. Straub, "Trust and TAM in online
shopping: An integrated model," MIS Quarterly, Mar 2003, vol.27, issue
1, p51-90.
[3] C. L. Sia, K. H. Lim, K. Leung, M. K. O. Lee, W. W. Huang, I. Benbasat
"Web Strategies to promote internet shopping: Is cultural-customization
needed?" MIS Quarterly, 2009, vol. 33, no.3, pp. 491-512.
[4] K. H. Lim, C. L. Sia, M. K. O. Lee, and I. Benbasat. "Do I trust you online,
and if so, will I buy? An empirical study of two trust-building strategies."
Journal of Management Information Systems, 2006, vol. 23, no.2, pp.
233-266.
[5] A. R. Hevner, S. T. March, J. Park, S. Ram. "Design science in
information systems research," MIS Quarterly, 2004, vol. 28, no.1, pp.
75-105
[6] D. Gefen "E-commerce: the role of familiarity and trust." Omega, 2000,
vol.28, no.6, pp. 725-737.
[7] D. H. McKnight, L. Cummings, N. L. Chervany, "Developing and
validating trust measures for e-commerce: An integrative typology."
Information Systems Research, 2002, vol. 13, no.3, pp. 334-359.
[8] D. Gefen, E. Karahanna, D. W. Straub "Trust and TAM in online
shopping: An integrated model." MIS Quarterly, 2003, vol. 27, no.1, pp.
51-90.
[9] D. H. McKnight, L. L. Cumming, and N. L. Chervany "Initial trust
formation in new organizational relationships," Academy of Management
Review, 1998, vol.23, no.3, pp.473-490
[10] D. Gefen and T. Heart "On the need to include national culture as a
central issue in e-commerce trust beliefs," Journal of global information
management, 2006, vol.14, no.4, pp. 1-30.
[11] H. Tajfel and J. C. Turner "An integrative theory of intergroup conflict"
In W. G. Austin & S. Worchel (Eds.), The Social Psychology of
Intergroup Relations. Monterey, CA: Brooks-Cole, 1979.
[12] M. Eirinaki and M. Vazirgiannis, "Web mining for web personalization",
ACM Transactions on Internet Technology, vol.3, no.1, pp.1-27, 2003
[13] B. Mobasher, R. Cooley and J. Srivastava, "Automatic personalization
based on web usage mining," Communication of ACM, August 2000,
vol.43, no.8, pp.142-151.
[14] M. Uschold and M. Gruninger, "Ontologies: Principles, methods and
applications" Knowledge Engineering Review, 1996. Vol.11, no.2, p.
93-136.
[15] D. A. Prentice, D. T. Miller, and J. R. Lightdale, J. R. "Asymmetries in
attachments to groups and to their members: Distinguishing between
common-bond and common-interest groups," Personality and Social
Psychology Bulletin, vol.20,pp. 484-493
[16] S. S. Liao, H. Q. Wang, Q. D. Li, and W. Y. Liu, "A
Functional-Dependencies-Based Bayesian Networks Learning Method
and its Application in a Mobile Commerce System," IEEE Transactions
on Systems, Man, and Cybernetics - Part B: Cybernetics, vol.36, no.3,
June 2006, pp. 660-671.
@article{"International Journal of Business, Human and Social Sciences:53939", author = "Choon Ling Sia and Yani Shi and Jiaqi Yan and Huaping Chen", title = "Web Personalization to Build Trust in E-Commerce: A Design Science Approach", 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.", keywords = "Trust, Web site design, Human-ComputerInteraction, E-Commerce, Design science, Bayesian network.", volume = "4", number = "4", pages = "362-5", }
