@article{(Open Science Index):https://publications.waset.org/pdf/4829, title = {Web Personalization to Build Trust in E-Commerce: A Design Science Approach}, author = {Choon Ling Sia and Yani Shi and Jiaqi Yan and Huaping Chen}, country = {}, institution = {}, 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.}, journal = {International Journal of Economics and Management Engineering}, volume = {4}, number = {4}, year = {2010}, pages = {371 - 375}, ee = {https://publications.waset.org/pdf/4829}, url = {https://publications.waset.org/vol/40}, bibsource = {https://publications.waset.org/}, issn = {eISSN: 1307-6892}, publisher = {World Academy of Science, Engineering and Technology}, index = {Open Science Index 40, 2010}, }