@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},
	}